| Abstrak |
ABSTRAK
Penelitian ini bertujuan untuk menganalisi Promotonal Mix yang terdiri dari Advertisisng, Personal Selling, Sales Promotion dan Public Relation berpengaruh positif dan signifikan secara parsial dan stimultan Terhadap Keputusan pembeilan di Yogya Kepatihan. Metode penelitian yang digunakan adalah metode deskriptif asosiatif dengan teknik pengumpulan data melalui penyebaran kuesioner.
Hasil penelitian menunjukkan bahwa Promotional Mix yang terdiri dari Advertising, Personal Selling, Sales Promotion berpengaruh positif dan signifikan, namun Public Relation berpengaruh negatif tapi tidak signifikan terhadap keputusan pembelian. Advertising, Personal selling, Sales promotion, Public relation merupakan variabel bebas secara simultan memiliki pengaruh terhadap keputusan pembelian.
Kata kunci, Promotional Mix, Advertisisng, Personal Selling, Sales Promotion, Public Relation, Keputusan Pembelian.
ABSTRACT
This study aims to analyze the promotional mix of Advertisisng, Personal Selling, Sales Promotion and Public Relation and positively and significantly influence the Purchase Decision. The research method used is associative descriptive method with data collection techniques through questionnaires.
The results showed that the Promotional Mix consisting of Advertising, Personal Sell-ing, Sales Promotion had a positive and significant effect, but Public Relations had a negative but not significant effect on purchasing decisions. Advertising, personal sell-ing, sales promotion, public relations are the independent variables that simultaneously have an influence on purchasing decisions.
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Key Word: Promotional Mix, Advertisisng, Personal Selling, Sales Promotion, Public Relation, Purchasing Decisions.
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