Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Herbal Sari Dinda

Abstract

This research was based on unstable data on product sales of Herbal Sari Dinda since 2013-2016. The result of product sales were related to the marketing communication strategy applied by the company, which in this reseach is focused on the promotional mix. Promotional mix consists of: advertising, sales promotion, public relations, personal selling, and direct marketing. The problem in this study is how the influence of the promotion mix on the purchase decision of Herbal Sari Dinda. This study aims to determine whether promotional mix tools influence purchasing decisions.  The sample used was 120 respondents.  Data  analysis  used the SPSS  version  22 to  test classical assumptions,  multiple  linear regression and hypothesis testing. The concurrent test results show that advertising, sales promotion, public relations, personal selling, and direct marketing have an impact on the purchase decision of Herbal Sari Dinda. The results of partial tests show that advertising and public relations variables have no  effect  or  correlation  with  purchasing  decisions.  The  results  of  the  determination  test  that  the promotion mix contributed 79.7% to the purchasing decision, while the remaining 20.3% was influenced by other factors not included in this study