| dc.description.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. | en_US |
