Pengaruh Periklanan, Promosi penjualan, hubungan masyarakat, dan Penjualan perorangan Terhadap Keputusan Konsumen dalam Pembelian Kartu Perdana Simpati

Multimodal brain image analysis : second International Workshop, MBIA 2012, held in conjunction with MICCAI 2012, Nice, France, October 1-5, 2012 : proceedings. MBIA (Workshop) (2nd : 2012 : Nice, France) Pub Date : 2022-10-31 DOI:10.33557/mbia.v21i2.1803

M. Roni, Irwan Septayudha, Febri Yanto Sandi

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Abstract

The purpose of this study was to determine the effect of advertising (X1), sales promotion (X2), public relations (X3) and personal selling (X4) on consumer decisions (Y) in purchasing a Simpati starter pack card. The population in this study were students of the University of Bina Darma Palembang in the first semester of the Management Department. The sample in this study amounted to 65 people. The results obtained by the multiple linear regression equation Y= 0,669+0,338X1+0,123X2+0,199X3+0,197X4. From the results of the t-test (partial) shows that advertising (0.942>0.05) and public relations (0.153> 0.05) shows that partially there is no significant effect on consumer decisions (Y) in purchasing Simpati cards, while sales promotion (0.024<0.05) and individual sales (0.009<0.05) partially significant effect on consumer decisions (Y) in purchasing a Simpati starter pack card. The f-test (simultaneous) shows that there is a simultaneous significant effect of advertising, sales promotion, public relations and personal selling on consumer decisions in purchasing a Simpati starter pack card (0.000>0.05). Keywords: Advertising, Sales Promotion, Public Relations, Personal Selling, Consumer Decisions Abstrak Tujuan penelitian ini adalah untuk mengetahui pengaruh periklanan (X1), promosi penjualan (X2), hubungan masyarakat (X3) dan penjualan perorangan (X4) terhadap keputusan konsumen (Y) dalam pembelian kartu perdana Simpati. Populasi dalam penelitian ini adalah mahasiswa universitas Bina Darma Palembang semester 1 Jurusan Manajemen. Sampel dalam penelitian ini berjumlah 65 orang. Hasil Penelitian di peroleh persamaan regresi linier berganda Y= 0,669+0,338X1+0,123X2+0,199X3+0,197X4. Dari Hasil uji-t (parsial) menunjukkan bahwa periklanan (0,942>0,05) dan hubungan masyarakat (0,153>0,05) menunjukkan secara parsial tidak ada pengaruh yang signifikan terhadap keputusan konsumen (Y) dalam pembelian kartu perdana Simpati, sedangkan promosi penjualan (0,024<0,05) dan penjualan perorangan (0,009<0,05) berpengaruh signifikan secara parsial terhadap keputusan konsumen (Y) dalam pembelian kartu perdana Simpati. Untuk uji-f (Simultan) menunjukkan bahwa terdapat perngaruh signifikan secara simultan periklanan, promosi penjualan, hubungan masyarakat dan penjualan perorangan terhadap keputusan konsumen dalam pembelian kartu perdana Simpati (0,000>0,05). Kata kunci : Periklanan, Promosi Penjualan, Hubungan Masyarakat, Penjualan Perorangan, Keputusan Konsumen

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广告、销售推广、公共关系和个人销售对消费者在购买会员卡时的决定的影响

本研究的目的是确定广告(X1)，促销(X2)，公共关系(X3)和个人销售(X4)对消费者决策(Y)在购买Simpati入门包卡的影响。本研究的人群是比那达玛巨港大学管理学系第一学期的学生。这项研究的样本达65人。由多元线性回归方程Y= 0,669+0,338X1+0,123X2+0,199X3+0,197X4得到结果。从t检验的结果(部分)来看，广告(0.942>0.05)和公关(0.153> 0.05)对消费者购买Simpati卡的决策(Y)有部分显著影响，促销(0.0240.05)对消费者购买Simpati卡的决策(Y)没有显著影响。关键词:广告，促销，公共关系，个人销售，消费者决策摘要:Tujuan penelitian ini adalah untuk mengetahui pengaruh perklanan (X1)， promosi penjualan (X2)， hubungan masyarakat (X3) dan penjualan perorangan (X4) terhadap keputusan konsumen (Y) dalam penbelian kartu perdana Simpati。比那达摩巨港大学第一学期Jurusan管理。桑佩尔达拉姆penelitian ini berjumlah 65橙。[2] [1] [1] [1] [1] [1] [1] [1] [1] [1] [1] [1] [1] [1] [1] [1] [1] [3] [1] [3] [4]Dari Hasil uji-t (parsial) menunjukkan bahwa periklanan (0,942>0,05) dan hubungan masyarakat (0,153>0,05) menunjukkan secara parsial tidak ada pengaruh yang signfikan terhadap keputusan konsumen (Y) dalam pembelian kartu perdana Simpati, sedangkan promosi penjualan(0,0240,05)。Kata kunci: Periklanan, Promosi Penjualan, Hubungan Masyarakat, Penjualan Perorangan, Keputusan Konsumen

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Multimodal brain image analysis : second International Workshop, MBIA 2012, held in conjunction with MICCAI 2012, Nice, France, October 1-5, 2012 : proceedings. MBIA (Workshop) (2nd : 2012 : Nice, France)

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