PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi Pada Pelanggan PT. Lejel Shopping Cabang Kupang)

Abstract

The purpose of this paper is to determine the effect of the promotion mix on product purchasing decisions at PT. Lejel Shopping Kuoang Branch. This type of research is a quantitative descriptive study. The population in this study were customers of PT. Lejel Shopping Kupang Branch with a sample size of 100 respondents and the sample technique used is nonprobability sampling with accidental sampling technique. Data collection was carried out by means of a questionnaire. The data analysis technique used in this research is descriptive statistical analysis, multiple linear regression analysis, the coefficient of determination test, the F test, the T test with the help of the SPSS version 25 software program. The results showed (1) advertising has a significant effect on purchasing decisions at PT. Lejel Shopping Kupang branch (2) sales promotion has a significant effect on purchasing decisions at PT. Lejel Shopping Kupang branch (3) public relations have a significant effect on purchasing decisions at PT. Lejel Shopping Kupang branch (4) direct sales have a significant effect on purchasing decisions at PT. Lejel Shopping Kupang branch.