Pengaruh Bauran Promosi terhadap Keputusan Pembelian Produk Busana Muslim pada Toko Saffana Collections di Jalan Setia Budi Medan

Abstract

This study aims to determine whether the promotional mix consisting of personal selling, mass selling, sales promotion and public relations and a significant influence on purchasing decisions on products Moslem Saffana Collections at the store devoted favor Medan. The population in this study are all consumers shop Saffana Collections . Samples taken are as many as 40 respondents using accidental sampling method , namely determination of the sample by chance, meaning that anyone who happened to meet with investigators can be used as a sample. Data analysis method used is the instrument ( validity and reliability ), as well as the quantitative analysis methods of data analysis methods that consist of classical assumption test of normality test and test heterokedastisitas , simple linear regression, hypothesis testing consisting of a t-test and test the coefficient of determination ( R2 ). The execution method of data analysis using SPSS 16.0 for Windows . This study concludes that the variable personal selling, mass selling, sales promotion, and public relations and a significant positive influence on purchasing decisions on products Moslem Saffana Collections Shop in Jalan Medan Setia Budi. These results can be seen by testing the resulting coefficient of determination R square value of 0.613. This suggests that the Personal Selling, Mass Selling, Sales Promotion, and Public Relations can influence purchasing decisions by 61.30 %. While the remaining 38.70 % can be explained by other variables not examined by this study.