PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMEBILIAN PRODUK UNILEVER INDONESIA CABANG MAKASSAR
Keywords:
Advertising, Personal Selling, Sales Promotion and Public RelationsAbstract
This study aims to determine and determine the partial influence as well as the simultaneous influence of the Promotion Mix which includes advertising, Personal Selling, Promotion Selling and Public Relation on Product Purchasing Decisions of Unilever Indonesia Makassar Branch. To analyze and find out the variables that have a dominant influence on Product Purchasing Decisions of Unilever Indonesia Makassar Branch.
The data collection technique uses a questionnaire and documentation as a means to obtain accurate data, then the data is processed using the SPS Version 20 Program. Data analysis methods use the Multiple Linear Regression Analysis Tool. The measurement scale in the study uses the Likert Scale.
The results showed that Advertising Partially had a positive and not significant effect on purchasing decisions for Unilever Indonesia Makassar Branch products. Personal Selling, Promotion Selling and Public Relations have a positive and significant effect on purchasing decisions for Unilever Indonesia Makassar Branch products. Meanwhile, simultaneously Advertising, Personal Selling, Promotion Selling and Public Relations have a positive and significant effect on purchasing decisions for Unilever Indonesia Makassar Branch products. The variable that has a dominant effect is the Public Relations variable with a beta value of 0.477 and a significance level of 0.000 <0.005.
References
Alma, Buchari, 2012. Manajemen Pemasaran dan Pemasaran Jasa. Penerbit CV. Alfabeta, Bandung.
American Marketing Association, 2013. Marketing of Banking Product. Cityland Press, USA.
Arif Tiro, 2014. Distribusi Analisis SPSS dan Regresi dalam Statistik. Penerbit Mandar Maju, Jakarta.
Assauri, Sofyan, 1993. Strategi Pemasaran. Jakarta: Lembaga Penerbit Fakultas Ekonomi UI.
Andrews, J. C., & Shimp, T. A. (2017). Advertising, Promotion, and Other
Armstrong, G., & Kotler, P. (2017). Principles of Marketing (17th ed.). Aspects of Integrated Marketing Communications (10th ed.).
Belch, G. E., & Belch, M. A. (2020). Advertising and Promotion: An Integrated Marketing Communications Perspective (12th ed.)
Belch, G. E., & Guolla, M. A. (2020). Advertising and Promotion: An Integrated Marketing Communications Perspective (7th ed.).
Brassington, F., & Pettitt, S. (2017). Principles of Marketing (5th ed.).
Cateora, P. R., & Graham, J. L. (2019). International Marketing (17th ed.).
Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications (8th ed.).
Sugiyono (2011) Metode Penelitian Kuantitatif dan Kualitatif dan R&D. Penerbit. Alfabeta. Bandung.
Dahlen, M., Lange, F., & Smith, T. (2017). Marketing Communications: A Brand Narrative Approach.
Duncan, T. (2005). Principles of Advertising & IMC (2nd ed.).
Duncan, T. R. (2002). IMC: Using Advertising and Promotion to Build Brands.
Fill, C., & Hughes, G. (2017). Marketing Communications: Engagement,
Grewal, D., & Levy, M. (2017). Marketing (6th ed.).
Grier, S. A., & Bryant, J. (2005). Does advertising literacy mediate the effects of advertising on children? A critical examination of two linked research literatures in relation to obesity and food choice. Journal of Communication, 55(4), 642-660
Hawkins, D. I., & Mothersbaugh, D. L. (2019). Consumer Behavior: Building Marketing Strategy (14th ed.).
Hoyer, W. D., & MacInnis, D. J. (2020). Consumer Behavior (8th ed.).
Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (9th ed.).
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.).
O'Guinn, T. C., Allen, C. T., Semenik, R. J., & Scheinbaum, A. C. (2020). Advertising and Integrated Brand Promotion (8th ed.).
Pickton, D., & Broderick, A. (2018). Integrated Marketing Communications (3rd ed.).
Schiffman, L. G., & Kanuk, L. L. (2019). Consumer Behavior (12th ed.).
Schultz, D. E., & Schultz, H. F. (2018). IMC, the Next Generation: Five Steps for Delivering Value and Measuring Financial Returns.
Sheth, J. N., & Mittal, B. (2017). Customer Behavior: A Managerial Perspective (3rd ed.).
Shimp, T. A. (2019). Integrated Marketing Communications in Advertising and Promotion (10th ed.).
Solomon, M. R. (2019). Consumer Behavior: Buying, Having, and Being (12th ed.).Strategies, and Practice (6th ed.).
1.jpg){kind=logo}
