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Analisis pengaruh Promotion Mix terhadap keputusan pembelian konsumen sabun mandi Lifeboy di Surabaya
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ABSTRACT
Lifebuoy bath soap is the pioneer of the world's first health. Over the months Lifebuoy competitors emerge, it makes a challenge for the Lifebuoy in create an innovation in it’s products. Not quite the innovation the company Lifebuoy focus their attention to the promotional strategy that takes the Theme of healthy.
Therefore, this study aims to determine how the influence on purchase decisions promotion mix Lifebuoy soap in Surabaya, and which variable has a positive impact on the purchase decision.
The sample used in this study were 100 respondents using accidental sampling. While the analysis used is test validity, reliability test, the classic assumption test, multiple linear regression analysis, the dominant testing and hypothesis testing. The hypothesis the authors suspect that the advertising variable (X1), Sales Promotion (X2), Direct Marketing (X4) positively influence on purchasing decisions and variables Public Relations (X3) can negatively on purchase decisions proved conclusion.
The results of this study indicate that the Advertising (X1), Sales Promotion (X2), Public Relations (X3) does not give effect to the purchase decision, but variable Direct Marketing (X4) which gives effect to the purchase decision. As for the suggestion that authors submit for consideration to be added things that are still lacking.
Julius Pradana Mihardjo (1110067) - Personal Name
2014
Sk. Eko Mih 167 2014
Sk. Eko Mih 167 2014
Text
Indonesia
Universitas Widya Kartika
2014
Surabaya
xvii, 119 hal ; 29hal
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