PENGARUH PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN WENAK TOK

Dea Putri Njoto · Krismi Budi Sienatra

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

Penelitian ini bertujuan untuk megetahui pengaruh promosi, yaitu advertising, sales promotion, dan personal selling terhadap keputusan pembelian konsumen Wenak Tok. Teknik pengambilan sampel yang digunakan yaitu sampel sensus yang berisi keseluruhan dari anggota populasi dengan jumlah sampel sebanyak 57 orang. Penelitian dilakukan dengan metode regresi linier berganda dan menggunakan data primer yaitu kuesioner. Hasil penelitian menunjukkan bahwa promosi, yaitu advertising, sales promotion, dan personal selling berpengaruh signifikan terhadap keputusan pembelian konsumen Wenak Tok.

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