Anugrahsari, AyuniBerta (2014) The Effect Of Marketing Communication Mix On Customers’ Purchasing Decision (Study On Thecustomers Of Ramayana Department Store, Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh campuran komunikasi pemasaran pada keputusan pembelian pelanggan di Ramayana Department Store Malang. Analisis regresi, uji F dan uji t, dilakukan untuk mengakui hubungan di antara variabel independen (periklanan, promosi penjualan, pemasaran langsung, penjualan pribadi dan hubungan masyarakat) atas keputusan pembelian pelanggan, penelitian ini adalah penelitian eksplanatori, sesuai dengan Tujuannya untuk menggambarkan hubungan sebab akibat antar variabel melalui pengujian hipotesis. Sampel dan populasi penelitian ini adalah pelanggan Department Store Ramayana Malang. Dalam penelitian ini, metode pengumpulan data dengan memberikan alih kuesioner. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan instrumen penelitian diuji dengan menggunakan uji validitas, uji reliabilitas, dan uji asumsi klasik. Pengujian hipotesis menggunakan uji F dan uji t dalam analisis regresi berganda. Analisis regresi berganda menunjukkan bahwa secara bersamaan, periklanan, promosi penjualan, pemasaran langsung, penjualan pribadi, dan hubungan masyarakat memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan. Sementara itu, tes parsial menunjukkan bahwa variabel periklanan, promosi penjualan dan penjualan pribadi memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan. Namun, variabel pemasaran langsung dan hubungan masyarakat tidak berpengaruh signifikan terhadap keputusan pembelian pelanggan. Tes dominan menunjukkan bahwa penjualan pribadi memiliki efek dominan pada keputusan pembelian pelanggan
English Abstract
This study aims to examine the effect of Marketing Communication Mix on Customers Purchasing Decision at Ramayana Department Store Malang. The regression analysis, F test and t test, were conducted in order to acknowledge the relationships among the independent variables (Advertising, Sales Promotion, Direct Marketing, Personal Selling and Public Relation) on Customer’s Purchasing Decision This study is explanatory research, in accordance with its purpose to describe the causal relationship among variables through hypothesis testing. The samples and population of this study were the customers of Ramayana Department Store Malang. In this study, the data collection method bydistributing questionnaire. The sampling technique used is Purposive sampling and the research instruments were tested using the validity test, reliability test, and classical assumption test. The hypothesis testing used the F test and t test in Multiple Regression Analysis. The multiple regression analysis showed that simultaneously, Advertising, Sales Promotion, Direct Marketing, Personal Selling, and Public Relation had significant effect on Customer’s Purchasing Decision. Meanwhile, partial test shows that the variables of Advertising, Sales promotion and Personal Selling had significant effect on Customer Purchasing Decision. However, the variables of Direct Marketing and Public Relation had no significant effect on Customer’s Purchasing Decision. The dominant test shows that Personal Selling has dominant effect on customer’s purchasing decision
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2014/252/051404433 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 07 Aug 2014 15:48 |
| Last Modified: | 21 Oct 2021 02:06 |
| URI: | http://repository.ub.ac.id/id/eprint/107269 |
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