PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN KARTU CDMA DAN GSM (Studi Pada Mahasiswa Universitas Muhammadiyah Malang)

Ananti, Rolania Febri (2007) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN KARTU CDMA DAN GSM (Studi Pada Mahasiswa Universitas Muhammadiyah Malang). Other thesis, University of Muhammadiyah Malang.

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Abstract

The research kind was explanatory. Those were : hypothesis test or explanation which focused on the relation of advertising variable, personal selling, selling promotion, and society who were independent variable with dependent variable was decision in buying CDMA and GSM. Method used was survey titled “The influence of Promotion Mix in Consumer Decision in buying CDMA and GSM card (Study at University of Muhammadiyah Malang Student)” This research aimed to find out the variables of promotion mix involving advertising, personal selling, selling promotion, and people influence which had simultaneous and partial effect to the buying decision of CDMA and GSM Card. Beside, the research aimed to find out the dominant variables whether individual or partial. The research usage were : the result could be a useful material and consideration material for another parties or science development. In this research, the writer took two hypothesis. They were : promotion mix has simultaneous and partial effect to the decision of buying CDMA and GSM ; advertising variables has dominant influence compared with another variables. Analytical tools used was double linear regression. Sampling was done by purposive sampling method. The object were University of Muhammadiyah Malang students. The analysis showed that in simultaneous and partial, promotion mix variable consist of advertising, personal selling, sales promotion and public relation influenced the decision of CDM and GSM buying. The promotion mix influence to the CDMA and GSM buying could be spread, they were advertising for 33.3% ; personal selling 25.7% ; selling promotion 32.7% and public relation 22.4 %. From the promotion mix variable, the advertising had larger contribution to the buying decision of CDMA and GSM. Several suggestion that could be given was for the CDMA and GSM service operator should focus on advertising since the variable had dominant influence. Example, increasing the advertising through printed and electronic media, especially in special moments like Idul Fitri, Christmas, New Year, School Vacation, etc. For academic society who intended to continue the study, it would be better to use another analytical tool to develop and enrich the research.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Zainul Afandi
Date Deposited: 04 May 2012 06:13
Last Modified: 04 May 2012 06:13
URI: http://eprints.umm.ac.id/id/eprint/4246

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