| dc.description.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. | en_US |
