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Analisis Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Produk Speedy di Wilayah Pati

The primary purposes of this final project are to identify the influence of advertising, personal selling, sales promotion, and public relations on purchasing decision speedy product at Pati.
The sampling technique used in this research was accidental sampling. The methods in collecting the data were interview, questionnaire, and literature studies. The analysis method was multiple linier regression, coefficient of determination, t- test analysis, f-test analysis.
The result of t test from the analysis Indicated that advertising count t = 3.013,personal selling = 2.889, sales promotion = 4.559, and public relations = 2.456 were bigger than t table 1.988 by using two side test of 5%. This shows that Ho was refused, it means that there was an influence of advertising, personal selling, sales promotion, and public relations to consumer purchasing decision. The F test from the analysis Indicated that count f = 30.230 table was bigger f = 2,479. This shows that refused, it means there was a simultaneous influence of advertising, personal selling, sales promotion, and public relations to consumer purchasing decision. Then the result of multiple linear regression was Y = 0.158 +0213 X1+0.205 X2+0.342 X3+0.200 X4. It means that advertising, personal selling, sales promotion, and public relations to consumer purchasing decision. The determination coefficients analysis Indicated Adjusted R square = 0.568, it means that advertising, personal selling, sales promotion, and public relations had influence as much as 56.8% on consumer purchasing decision.

Fulltext
Informasi Detail
Judul Seri
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No. Panggil
MP 008 RAH 2013
Penerbit
Semarang : Politeknik Negeri Semarang.,
Deskripsi Fisik
xv, 74 hal.; 29,5 cm
Bahasa
Indonesia
ISBN/ISSN
MP008/13
Klasifikasi
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Tipe Isi
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Tipe Media
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Tipe Pembawa
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Edisi
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Subjek
PEMASARAN
Info Detail Spesifik
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Pernyataan Tanggungjawab
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