The Influence of Promotion Mix towards Purchasing Decision of Indihome product in Telkom Region of Padang City

Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018) Pub Date : 2019-04-01 DOI:10.2991/PICEEBA2-18.2019.53

Randy Evri Martha, S. Evanita, D. Patricia

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引用次数: 6

Abstract

The purpose of this study is to analyze 1) The influence of advertising on consumer purchasing decisions in buying indihome in the Padang city, 2) the influence of sales promotion on consumer purchasing decisions in buying indihome in the Padang city, 3) the influence of direct selling on consumer purchasing decisions in buying indihome in the Padang city, 4) the influence of publicity on consumer purchasing decisions in buying indihome in the Padang city, and 5) the most influential variable of promotion mix is used in increasing sales of indihome products in the Telkom region of West Sumatra. The result shows that 1) Advertising has not a significant and positive effect on consumer purchasing decisions. 2) Direct sales have a significant and positive effect on consumer purchasing decisions. 3) Sales promotion has a significant and positive effect on consumer purchasing decisions. 4) Publicity has not a significant and positive effect on consumer purchasing decisions. and 5) direct sales has the most significant and positive effect on consumer purchasing decisions.

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促销组合对巴东市电信地区自主产品购买决策的影响

本研究的目的是分析1)广告对巴东市消费者购买个体住宅决策的影响，2)促销对巴东市消费者购买个体住宅决策的影响，3)直销对巴东市消费者购买个体住宅决策的影响，4)宣传对巴东市消费者购买个体住宅决策的影响。5)在西苏门答腊Telkom地区，最具影响力的促销组合变量被用于增加个人产品的销售。结果表明:1)广告对消费者购买决策没有显著的正向影响。2)直接销售对消费者购买决策有显著的正向影响。3)促销对消费者购买决策有显著的正向影响。4)宣传对消费者购买决策没有显著的正向影响。5)直接销售对消费者购买决策的正向影响最为显著。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)

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