PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SUMBER JAYA JANGKRIK DI KOMUNITAS BURUNG KICAU DI KOTA JAMBI

Authors

  • Ridho Cahyadi Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi
  • Ahsan Putra Hafiz Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi
  • Nurrahma Sari Putri Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi

DOI:

https://doi.org/10.61722/jiem.v2i3.1113

Keywords:

Personal Selling, Direct Marketing, Purchasing Decisions

Abstract

Purchasing decisions are part of the consumer's response to whether to buy a product or not. These are several factors that can influence consumers in buying a product. Personal selling and direct marketing of products that are well known among consumers as well as personal selling factors that consumers have when they want to make purchasing decisions. This research aims to determine and analyze the influence of personal selling and direct marketing on consumers' decision to purchase products at Sumber Jaya Jangkrik. The research method used is descriptive quantitative. The results of the research show that personal sales and direct marketing have a positive and significant effect on consumers' decision to purchase crickets at Sumber Jaya Jangkrik. Based on data analysis in this research, these variables are valid and reliable. In testing the classical assumptions, this research has a normal distribution, heteroscedasticity and multicollinearity do not occur.

References

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Jurnal :

Galu Khotimatul Khusna, Farah Oktafani “Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Dounkin Dounat Bandung“, Jurnal Ekonomi, Bisnis & Entrepreneurship Vol. 11, No. 1 (2018)

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Skripsi/Tesis/Disertasi:

Christine Natalia, “Penerapan Strategi Bauran Promosi Untuk Meningkatkan Volume Penjualan Ban Pada Toko Banjar Indah Motor Banjarmasin” Thesis STIE Indonesia Banjarmasin,(2016).

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Published

2024-03-22

Issue

Vol. 2 No. 3 (2024): Maret

Section

Articles

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