ANALISIS PENGARUH PROMOSI DAN KARAKTERISTIK KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN TEH CELUP WALINI DI KOTA BANDUNG

Lasana Farnesia; Wiludjeng Roessali; Siswanto imam Santosa

doi:10.14710/agrisocionomics.v1i1.1640

DOI: https://doi.org/10.14710/agrisocionomics.v1i1.1640

ANALISIS PENGARUH PROMOSI DAN KARAKTERISTIK KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN TEH CELUP WALINI DI KOTA BANDUNG

*Lasana Farnesia - Universitas Diponegoro, Indonesia

Wiludjeng Roessali - Universitas Diponegoro, Indonesia

Siswanto imam Santosa - Universitas Diponegoro, Indonesia

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh bauran promosi terhadap keputusan pembelian konsumen. Penelitian ini menggunakan 100 responden dengan metode accidental sampling. Analisis data menggunakan analisis deskriptif, analisis faktor dan regresi linier berganda. Hasil penelitian menunjukkan bahwa periklanan, penjualan pribadi, promosi penjualan, pemasaran langsung, hubungan masyarakat, jenis kelamin, usia, pekerjaan dan pendidikan mempunyai pengaruh yang signifikan terhadap keputusan pembelian secara serempak. Periklanan, promosi penjualan, pemasaran langsung, jenis kelamin, usia dan pekerjaan mempunyai pengaruh yang sangat signifikan secara parsial, sedangkan penjualan pribadi, hubungan masyarakat dan pendidikan tidak signifikan.

Kata Kunci: pemasaran; promosi; keputusan pembelian; teh celup walini

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In Vol 1, No 1 (2017): Mei 2017

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