i ABSTRAK
PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN BERKUNJUNG KE MIKIE HOLIDAY FUNLAND BERASTAGI MEDAN
Penelitian ini bertujuan untuk menganalisis pengaruh periklanan, promosi penjualan, hubucngan masyarakat, penjualan personal, dan pemasaran langsung, terhadap variabel keputusan pembelian. Penelitian ini mengumpulkan bukti-bukti empiris. Penelitian ini dilakukan di Mikie Holiday Fundland, Jl. Jamin Ginting Km.50 Desa Pecen, Kec. Berastagi, Karo Sumut, Sumatera Utara, dengan jumlah sampel sebanyak 100 responden. Berdasarkan hasil penelitian, hasil uji signifikansi pengaruh simultan dengan uji F, variabel periklanan, promosi penjualan, hubungan masyarakat, penjualan personal, dan pemasaran langsung, secara bersama-sama atau simultan, berpengaruh signifikan (secara statistika) terhadap keputusan pembelian. Berdasarkan hasil uji pengaruh parsial dengan uji t, diketahui seluruh variabel bebas, yakni variabel periklanan, promosi penjualan, hubungan masyarakat, penjualan personal, dan pemasaran langsung, berpengaruh positif terhadap keputusan pembelian, namun hanya variabel hubungan masyarakat dan pemasaran langsung yang berpengaruh signifikan terhadap keputusan pembelian.
Kata kunci: Pengaruh periklanan, Promosi penjualan, Hubungan masyarakat,
Penjualan personal, Pemasaran langsung,dan Keputusan pembelian
ii
ABSTRACT
INFLUENCE MARKETING MIX AGAINTS DECISION OF CONSUMER TO VISIT MIKE HOLIDAY FUNLAND BERASTAGI MEDAN
This study aimed to analyze the influence of advertising, sales promotion, public relations, personal selling, and direct marketing to decision purchase. This research collects empirical evidence. This research was conducted at Mikie Holiday Fundland, Jamin Ginting street, 50 km Pecen village, Berastagi, North Sumatra, with a total sample of 100 respondents. Based on the research, the results of significance test the effect simultaneously with the F test, the variable of advertising, sales promotion, public relations, personal selling, and direct marketing, together or simultaneously, have a significant effect (statistical) to decision purchase. Based on the test results of the partial effect by t test, known to all independent variables, namely variable advertising, sales promotion, public relations, personal selling, and direct marketing, positive influence on decision purchase, but only variable public relations and direct marketing that significantly influence to decisions purchase.
Keywords: Advertising, Sales promotion, Public relations, Personal selling, Direct marketing, Decision purchase.
