The Analysis Of Promotion Mix Affecting Customer Purchase Decision To Buy Women’s Clothing Via Online Store

Tritanti, RuellaJuniar (2015) The Analysis Of Promotion Mix Affecting Customer Purchase Decision To Buy Women’s Clothing Via Online Store. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini adalah penelitian penjelasan, sesuai dengan tujuan untuk menggambarkan hubungan sebab akibat di antara variabel melalui pengujian hipotesis. Penelitian ini bertujuan untuk meneliti pengaruh campuran promosi pada keputusan pembelian pelanggan di toko online. Analisis hipotesis adalah tentang efek simultan, efek parsial dan faktor dominan, dilakukan untuk mengakui hubungan di antara variabel independen (periklanan, penjualan pribadi, promosi penjualan, hubungan masyarakat dan pemasaran langsung) pada keputusan pembelian pelanggan. Sampel dan populasi penelitian ini adalah mahasiswa Fakultas Ekonomi dan Bisnis Universitas Brawijaya sebagai pelanggan toko online. Dalam penelitian ini, metode pengumpulan data dengan mendistribusikan 100 questitionaire. 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, penjualan pribadi, dan hubungan masyarakat memiliki pengaruh signifikan terhadap keputusan pembelian pelanggan. Namun, variabel promosi penjualan dan pemasaran langsung tidak berpengaruh signifikan terhadap keputusan pembelian pelanggan. Tes dominan menunjukkan bahwa beriklan memiliki efek dominan pada keputusan pembelian pelanggan.

English Abstract

This study is explanatory research, in accordance with purpose to describe the causal relationship among variables through hypothesis testing. This research aims to examine the effect of Promotion Mix on Customer Purchasing Decision at Online Store. The hypothesis analysis is about simultaneous effect, partial effect and dominant factor, were conducted in order to acknowledge the relationships among the independent variables (Advertising, Personal Selling, Sales Promotion, Public Relation and Direct Marketing) on Customer’s Purchasing Decision. The samples and population of this study were students of economic and business faculty of Brawijaya University as customer of online store. In this study, the data collection method by distributing 100 questitionaire. 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 Purchasing Decision. Meanwhile, partial test shows that the variables of Advertising, Personal Selling, and Public Relation had significant effect on Customer Purchasing Decision. However, the variables of Sales Promotion and Direct Marketing had no significant effect on Customer’s Purchasing Decision. The dominant test shows that Advertise has dominant effect on customer’s purchasing decision.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FE/2015/63/051501710
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	04 Mar 2015 12:13
Last Modified:	27 Oct 2021 07:15
URI:	http://repository.ub.ac.id/id/eprint/108246

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