AFFANDI, ZULHAM (2016) PENGARUH FAKTOR ADVERTISING , SALES PROMOTION , PERSONAL SELLING DAN PUBLIC RELATION TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MCDONALD’S RUNGKUT SURABAYA. Diploma thesis, STIE MAHARDHIKA SURABAYA.
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Abstract
This research was conducted to examine of Advertising, Sales Promotion , Personal Selling and Public Relation to consumer purchasing decisions Restaurant. The sample used in of this research was 75 respondents. The sampling method using random sampling techniques Sample. Data analysis method used is quantitative analysis using test validates deskriptife and reliability testing, the classic assumption test, F test, determenasi coefficient, t test and multiple regression analysis. By using multiple regression can prove the research hypothesis that Advertising(X1), Sales Promotion (X2) Personal Selling (X3), and Public Relation (X4) on consumer purchasing decisions (Y) with significant value (P Value) of 0.05 . Data that has met the test of validity, reliability testing and classical assumption processed to produce a multiple linear regression equation as follows: Y =26.463 + 0,231 X1 + (-0,176) X2 + 0,182 X3+ 0,150 X4 The results of the analysis found that Advertising has positive and significant impact on the consumer purchasing desicion restaurant. Hypothesis testing using t-test indicates variables Advertising , Personal Selling and Public Relation studied proved to be significantly positively affect the dependent variable. However Variables Sales Promotion studied proved to be significantly negatively affect the dependent variable Then through the F test can be seen that all the independent variables together - together (simultaneously) can affect the quality of service in a service company. Figures adjusted R-square of 0.375 indicates that 37 percent of variation in the cosumer purchasing desicion can be explained by the three independent variables. While the remaining 63 percent is explained by variables other than the independent variables used in of this research.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | : Advertising , Sales Promotion , Personal Selling and Public Relation |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 16 Nov 2018 04:20 |
| Last Modified: | 02 Feb 2023 02:39 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/191 |
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