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PENGARUH PROMOTIONAL MIX (BAURAN PROMOSI) TERHADAP KEPUTUSAN PEMBELIAN HONDA VERZA (STUDI PADA MAHASISWA di MALANG RAYA)

Farih, Hisyam (2015) PENGARUH PROMOTIONAL MIX (BAURAN PROMOSI) TERHADAP KEPUTUSAN PEMBELIAN HONDA VERZA (STUDI PADA MAHASISWA di MALANG RAYA). Other thesis, University of Muhammadiyah Malang.

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Abstract

This research aims to know the promotional mix that includes (advertising, sales promotion, personal selling, sponsorship, and direct marketing & online) affect the purchasing decisions of Honda Verza on students in Malang Raya. Testing is carried out by multiple linear regression and t-test and F to know their significance. The sample used was as much as 100 respondents a purposive sampling technique was taken. The test results show that advertising, sponsorship, sales promotions, direct marketing online influential & positive and significant, either partially or simultaneous to the purchasing decision Honda Verza on Poor students in the Kingdom. This suggests that the increase in variable advertising,sponsorship, sales promotions, direct marketing online & will raise Honda'spurchasing decisions on students in Malang Verza Kingdom and vice versa. Among the promotional mix variable sales promotion effect is dominant. Multiple linear regression analysis results showed that the dominant variable is sales promotion. Therefore the companycan increase the expected gift and discounts to consumers as a means of promotion, because by giving prizes and discounts toconsumers will be able to attract consumer interest inpurchasing decisions. the results tabulate data indicates thatmost respondents received information about Honda Verza from friends. This result may be a consideration for companies to conduct sales promotion through community Honda Verza.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 17 Mar 2016 05:57
Last Modified: 17 Mar 2016 05:57
URI : http://eprints.umm.ac.id/id/eprint/21017

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