Pengaruh Keputusan Bauran Promosi Terhadap Pengambilan Keputusan Pembelian Nomor Perdana Telkom Flexi di Kota Banjarmasin

Sri Imelda, Marijati Sangen

Abstract


This study aims to determine the infl uence of the promotion mix (advertising, personal  selling,  sales  promotion,  public  relations,  and  direct  marketing and  on-line)  partial  and  simultaneous  decision  to  purchase  prime  numbers TELKOMFlexi in Banjarmasin city.

This research was conducted using a survey method, which is carried out on 219  respondents  spread  across  fi ve  districts  in  the  city  of  Banjarmasin.  This is  a  descriptive  study  and  verifi cation.  Data  were  collected  by  distributing questionnaires,  interviews  and  document  searches,  while  the  method  of  data analysis is a data analysis using Structur Equetion Modelling (SEM).

The results showed that the promotional mix consisting of: advertising, sales promotion, personal selling, do not have a signifi cant infl uence on the purchase decision  process  TelkomFlexi  Prime  Numbers  in  Banjarmasin  city,  while  the variables that are signifi cant public relations and direct marketing to the buying decision process Prime Numbers TelkomFlexi in the city of Banjarmasin.

Keyword :Promotional Mix, Decision Making, Prime Numbers TelkomFlexi.


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DOI: http://dx.doi.org/10.20527/jwm.v1i2.49

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Jurnal Wawasan Manajemen by Magister Manajemen Fakultas Ekonomi dan Bisnis Universitas Lambung Mangkurat is licensed under a Creative Commons Attribution 4.0 International License. Based on a work at jwm.ulm.ac.id.