ANALISIS PENGARUH PROMOTION MIX TERHADAP KEPUTUSAN PEMBELIAN (Bugs Cafe Semarang)

Abstract

Competition in today’s business world is increasingly tight. It is also felt by businesses in the culinary field are required to have better promotion so as to give effect to the consumers to buy the products offered. This study aims to research how much influence of the quality advertising, sales promotion, and personal selling by Bugs Cafe Semarang consumer buying decision. The population in this study are customer of bugs café semarang. The sample in this study were randomly conducted using non probability sampling technique and purposive sampling method. The analysis used in this study include test validity, test reliabilitas, classical assumption test, multiple liniear regression analysis, and hypothesis testing including t test, F test, and coefficient of determination (R²). From the regression analysisequation was obtained as follows, Y = 0.289 X1 + 0.402 X2 + 0.217 X3 It means that all indeoendent variables, the advertising, sales promotion and personal selling have a positive influence on the dependent variable, buying decision. The independent variable is the most influential of the dependent variable is the variable advertising (0,289), followed by personal selling (0,402), and then sales promotion (0,217). And the coefficient of determination (adjusted R²) is 0,522. This means that 52,2% buying decision is affected by variable advertising,sales promotiont, and personal selling. While the ramaining 47,8% is influenced by other variables that are not addressed in this study.