ABSTRAK
PENGARUH BAURAN PROMOSI KARTU PERDANA AS TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA MAHASISWA
FAKULTAS EKONOMI PROGRAM STUDI MANAJEMEN EKSTENSI UNIVERSITAS SUMATERA UTARA
Penelitian ini bertujuan untuk mengetahui pengaruh bauran promosi kartu perdana As terhadap keputusan pembelian konsumen pada mahasiswa Fakultas Ekonomi Program Studi Manjemen Ekstensi Universitas Sumatera Utara. Penelitian ini merupakan penelitian eksplanatori, yaitu penelitian yang menganalisis hubungan antara satu variabel dengan variabel lainnya. Populasi dalam penelitian ini adalah mahasiswa Fakultas Ekonomi Program Studi Manajemen Ekstensi Universitas Sumatera Utara stambuk 2010-2013. Sampel dalam penelitian ini sebanyak 100 responden. Teknik pengambilan sampel menggunakan metode purposive sampling.
Data primer dikumpulkan dengan kuesioner yang diukur menggunakan skala Likert. Data sekunder diperoleh dari buku-buku yang berkaitan dengan penelitian. Metode analisis data yang digunakan adalah metode analisis deskriptif dan analisis regresi linier berganda.
Uji statistik F menunjukkan bahwa variabel advertising, personal selling, sales promotion, public relation, dan direct marketing secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil koefisien determinasi Adjusted R Square sebesar 0,616 berarti 61,6% variabel keputusan pembelian dapat dijelaskan oleh advertising, personal selling, sales promotion, public relation, dan direct marketing, sedangkan sisanya 38,4% dapat dijelaskan oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini.
Kata kunci : Bauran Promosi dan Keputusan Pembelian.
ABSTRACT
THE INFLUENCE OF PROMOTION MIX TO PURCHASE DECISION OF AS CELLULAR CARD AT ECONOMIC FACULTY MAJOR
MANAGEMENT EXTENSION UNIVERSITY OF NORTH SUMATERA
The purpose of this research is to know the influence of promotion mix to purchase decision of As cellular card at economic faculty major management extension University of North Sumatera. This research is explanatory, that is an observation which looks for the relation between one variable with another variable. The population in this study were student of economic faculty major management extension. The sample in this observation was 100 respondent. The sampling technique used was purposive sampling method.
The collecting of primary data is done by using questionnaire which is measured by Likert Scale. Secondary data was obtained from books related to the observation. The analysis method was descriptive analysis and multiple linear regression analysis.
F-test results showed that advertising, personal selling, sales promotion, public relation, dan direct marketing simultaneously give a positive and significant influence to purchase decision. Results determinant coefficient Adjusted R Square was 0,616 which means that the value of 61,6% increase in purchase decision can be explained by the variable of advertising, personal selling, sales promotion, public relation, dan direct marketing, while the remaining 38,4% can be explained by other variables which are not examined in this study.
Keywords: Promotion Mix and Purchase Decision.
