Pengaruh Bauran Promosi terhadap Keputusan Pembelian Alat Berat Kobelco
DOI:
https://doi.org/10.56916/jimab.v4i3.1829Keywords:
Bauran Promosi, Periklanan, Publisitas., Promosi Penjualan, Personal SellingAbstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh bauran promosi yang terdiri dari periklanan, personal selling, promosi penjualan, dan publisitas terhadap keputusan pembelian alat berat Kobelco pada PT Daya Kobelco Construction Machinery Indonesia Branch Pekanbaru. Sampel penelitian berjumlah 61 responden yang merupakan pelanggan perusahaan. Metode analisis menggunakan regresi linear berganda dengan bantuan SPSS versi 23. Hasil penelitian menunjukkan bahwa: (1) Periklanan, personal selling, dan promosi penjualan tidak berpengaruh signifikan terhadap keputusan pembelian; (2) Publisitas berpengaruh positif dan signifikan terhadap keputusan pembelian; (3) Secara simultan, seluruh variabel promosi berpengaruh signifikan terhadap keputusan pembelian dengan kontribusi sebesar 76,9%.
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