促销组合对消费者购买决策的影响——以百仕达品牌- dodol Garut生产商为例

Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018) Pub Date : 2020-02-07 DOI:10.2991/aebmr.k.200131.007

I. Sari, T. Hermina, W. Susilawati

{"title":"促销组合对消费者购买决策的影响——以百仕达品牌- dodol Garut生产商为例","authors":"I. Sari, T. Hermina, W. Susilawati","doi":"10.2991/aebmr.k.200131.007","DOIUrl":null,"url":null,"abstract":"— In coping a tight competition, many companies apply promotion mix as the chosen marketing strategy in order to be able to control the market share and to compete with other companies with similar products. The aim of the study was to evaluate the influence of promotion mix on consumer buying decision. For conducting research, descriptive associative research technique was designed and sample that used was 30 people. Furthermore, hypothesis testing uses multiple linear regression analysis. The results showed that promotion mix have a positive effect on consumer buying decision on Dodol Garut of Bestari Brands. Then, Public Relation is the highest variable on Promotion Mix. While, Post-Buying Behavior is the best variable on consumer buying decision.","PeriodicalId":365232,"journal":{"name":"Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)","volume":"28 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-02-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Influence of Promotion Mix on Consumer Buying Decision: A Case Study of Bestari Brands-Dodol Garut Producer\",\"authors\":\"I. Sari, T. Hermina, W. Susilawati\",\"doi\":\"10.2991/aebmr.k.200131.007\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"— In coping a tight competition, many companies apply promotion mix as the chosen marketing strategy in order to be able to control the market share and to compete with other companies with similar products. The aim of the study was to evaluate the influence of promotion mix on consumer buying decision. For conducting research, descriptive associative research technique was designed and sample that used was 30 people. Furthermore, hypothesis testing uses multiple linear regression analysis. The results showed that promotion mix have a positive effect on consumer buying decision on Dodol Garut of Bestari Brands. Then, Public Relation is the highest variable on Promotion Mix. While, Post-Buying Behavior is the best variable on consumer buying decision.\",\"PeriodicalId\":365232,\"journal\":{\"name\":\"Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)\",\"volume\":\"28 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2020-02-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2991/aebmr.k.200131.007\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2991/aebmr.k.200131.007","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

摘要

为了应对激烈的竞争，许多公司采用促销组合作为选择的营销策略，以便能够控制市场份额，并与其他拥有类似产品的公司竞争。本研究的目的是评估促销组合对消费者购买决策的影响。为了进行研究，设计了描述性联想研究方法，使用的样本为30人。此外，假设检验采用多元线性回归分析。结果表明，促销组合对百仕达品牌Dodol Garut的消费者购买决策有正向影响。那么，公共关系是促销组合的最高变量。而购后行为是影响消费者购买决策的最佳变量。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

The Influence of Promotion Mix on Consumer Buying Decision: A Case Study of Bestari Brands-Dodol Garut Producer

— In coping a tight competition, many companies apply promotion mix as the chosen marketing strategy in order to be able to control the market share and to compete with other companies with similar products. The aim of the study was to evaluate the influence of promotion mix on consumer buying decision. For conducting research, descriptive associative research technique was designed and sample that used was 30 people. Furthermore, hypothesis testing uses multiple linear regression analysis. The results showed that promotion mix have a positive effect on consumer buying decision on Dodol Garut of Bestari Brands. Then, Public Relation is the highest variable on Promotion Mix. While, Post-Buying Behavior is the best variable on consumer buying decision.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)

自引率

0.00%

发文量