Salman Alfarisy Totalia
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Journal : Pendidikan Tata Niaga

Pengaruh Promotional Mix Terhadap Keputusan Pembelian Sepeda Motor Yamaha Pada Masyarakat Kecamatan Jebres Surakarta Yulianti*, Tri; Baedhowi, Baedhowi; Totalia, Salman Alfarisy
Jurnal Pendidikan Bisnis dan Ekonomi (BISE) Vol 1, No 1 (2013): Jurnal Pendidikan Bisnis dan Ekonomi (BISE)
Publisher : Jurnal Pendidikan Bisnis dan Ekonomi (BISE)

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Abstract

ABSTRACTEFFECT OF PROMOTIONAL MIX TO THE PURCHASING DECISIONS OF YAMAHA MOTORCYCLE IN JEBRES SURAKARTA. The purposes of this study are (1) the effect of advertising to the purchasing decisions of Yamaha motorcycles; (2) determine the influence of personal selling to the purchasing decisions of Yamaha motorcycles; (3) determine the effect of publicity to the purchasing decision of Yamaha motorcycle; (4) the effect of sales promotions to the purchasing decision of Yamaha motorcycle; (5) determine the together effect of promotional mix that consisting of advertising, personal selling, publicity, and sales promotion to the purchasing decision of Yamaha motorcycle. The method used in this research is quantitative descriptive method. In this study, the number of samples was determined by eighty respondents. Tryout conducted on forty respondents in the inside and outside of the population. The data analysis technique used is the multiple linear regression. The data used in this research is a primary data obtained by questionnaire. Prerequisite test analysis used in this research include: normality, multicollinearity, heterokedastisitas, autocorrelation, and linearity. Hypothesis testing used multiple regression analysis, F test, t test, and the coefficient of determination. Based on the results of this study concluded that (1) there is effect of promotional mix to the purchasing decision of Yamaha motorcycle. (2) Advertising and publicity variables have partial effect on the purchasing decision of Yamaha motorcycles. While the personal selling and sales promotion variables have not partially influence purchasing decisions of Yamaha motorcycles. (3) 37.4% of purchasing decisions of Yamaha motorcycle are influenced by advertising, personal selling, publicity, and sales promotion, while the rest is influenced by other factors. Keywords: marketing communications; purchasing decisions; promotional mix; marketing strategy