| dc.description.abstract | Promotion mix are activities that synergize all the elements - elements of
the promotion mix (advertising, personal selling, sales promotion and public
relations) owned by the company to inform the market of the products produced
by the company, its usefulness, nature of the product, and the existence of the
company itself. To determine the success of a promotional mix can be measured
from the market response or potential consumers, where the response may be an
act of purchase or consumers' assessment of promotional activities undertaken by
the company.
This study uses associative method is the method used to find the influence
of independent and dependent variables. This study also uses a quantitative
approach. This study has a sample of 80 people who are consumers of PT Adira
Dinamika Multifinance Tebing Tinggi who bought Honda Vario Techno 125.
Based on the results of a questionnaire distributed to respondents or consumers
showed that the consumer gives a positive response to the promotional mix
actions undertaken by PT Adira Multifinance dynamics in marketing the Honda
Vario Techno 125 and test results - T show sales promotion have the highest level
of influence than other promotional mix elements such as sales promotion,
personal selling and Public Relations. Consumer purchasing decisions against
Honda vario 125 in PT Adira Dinamika Multifinance are at a high level as
evidenced by the positive results of the questionnaire given to the respondent and
also the sales of Honda Vario Techno 125 in PT Adira Dinamika who always
showed an increase in sales. Mix the influence of promotions on purchase
decisions based on test results - F 174.310 F count results obtained with a
probability value sig = 0.000. F count value (174.310)> F table (2.20) or the
value sig. 0.000 <0.05. It could be concluded that Mix Promotion, Advertising,
personal selling, Sales Promotion and Public relations together (simultaneously)
influence the purchasing decision of consumers of Honda Vario Techno PT Adira
Dinamika Multifinance. And based on the coefficient obtained results that the
coefficient of determination R Square of 0.922. This shows that 92.2% Promotion
Mix variable (X) can influence consumer purchasing decisions variable (Y). while
the remaining 7.8% is influenced by other factors outside of the study. | en_US |
