Pengaruh Promotion Mix terhadap Tindakan Pembelian Konsumen pada grandkeude Kupie Ulee Kareng & Gayosetia Budi Medan

Abstract

This study, entitled "Influence of Promotion Mix for Consumer Purchasing on Grand Keude Kupie Ulee Kreng & Gayo Setia Budi Medan". This study aims to determine the influene of promotion mix, which is perceived advertising, selling promotion, personal selling and public relation for purchasing consumer on Grand Keude Kupie Ulee Kreng & Gayo Setia Budi Medan. The theory used in this study is related to the theory of promotion mix and purchasing consumer. The samples in this study were 90 people who were taken by Slovin formula for the number of known populations, ie the characteristics of the population aged between 15-55 years, consumer of Grand Keude Kupie Ulee Kreng & Gayo Setia Budi Medan, ever buy effect of promotion mix. In this study, the sampling method using purposive sampling, and accidental sampling. Data collection techniques used were fieldwork consisting of questionnaires, interviews and secondary data with literature study. The data analysis technique used is the test instrument (validity and reliability), multiple data analysis, and methods of data analysis which consists of test the classical assumption of normality test and multicollinearity test, test multiple linear regression analysis, hypothesis testing consisting of a t-test F, and test the coefficient of determination (R2). The execution of data analysis using SPSS 16.0 for windows. From the research that simultaneously promotion mix which is perceived advertising, selling promotion, personal selling and public relation effect on consumer purchasing, and the most dominant partially is variable perceived public relations and personal selling are positive and significant effect on consumer purchasing on Grand Keude Kupie Ulee Kreng & Gayo Setia Budi Medan.