Angraini, Dinna Dea (2013) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN JEANS CARDINAL: Survei Pada Pembeli Jeans Cardinal di MDS Galeria BIP. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Persaingan yang cukup kuat dalam industri fashion, khususnya produk jeans membuat para produsen berusaha untuk meningkatkan penjualan. Salah satu produsen jeans di Indonesia yaitu PT. Multi Garmenjaya yang memproduksi merek Cardinal. Agar penjualan meningkat, Cardinal melakukan bauran promosi bernama “Triple Expose”. Penelitian ini bertujuan untuk 1) memperoleh temuan mengenai gambaran bauran promosi produk jeans Cardinal, 2) memperoleh temuan mengenai gambaran keputusan pembelian produk jeans Cardinal, 3) memperoleh temuan mengenai pengaruh bauran promosi terhadap keputusan pembelian jeans Cardinal baik secara simultan maupun parsial. Objek penelitian ini adalah pembeli produk jeans Cardinal di MDS Galeria BIP. Variabel eksogen dalam penelitian ini adalah bauran promosi dan variabel endogen yaitu keputusan pembelian dengan jenis penelitian yang digunakan adalah deskriptif, verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik systematic random sampling dengan jumlah sampel 100 responden. Teknik analisa data yang digunakan adalah path analysis dengan alat bantu software komputer SPSS 21.0 for windows. Hasil yang diperoleh dalam penelitian menyatakan bahwa promosi berpengaruh terhadap keputusan pembelian sebesar 28,2%. Dari hasil penelitian terhadap pengujian hipotesis dapat diketahui bahwa bauran promosi memiliki pengaruh yang positif terhadap keputusan pembelian. Namun ada faktor lain yang dapat mempengaruhi keputusan pembelian selain promosi, seperti harga, lokasi, dan produk. Sehingga direkomendasikan untuk penelitian selanjutnya. Kata kunci: bauran promosi,keputusan pembelian A rather strong competition in the fashion industry, especially jeans products, make the producers are trying to increase sales. One of the manufacturers of jeans in Indonesia namely PT Multi Garmenjaya producing brands Cardinal. In order to increase sales, Cardinal undertook one of the strategies in terms of promotion of the Triple Expose. This research aims to 1) obtained the findings regarding the description of the product promotional mix of jeans Cardinal, 2) obtained the findings regarding product purchase decisions jeans picture Cardinal, 3) getting the findings regarding the influence of the promotional mix to purchasing decision jeans Cardinal simultaneously as well as partial. The object of the research is product buyers jeans Cardinal in MDS Galeria BIP. Exogenous variables in this study is promotional mix and endogenous variable is purchase decision with this type of research is descriptive, verification, and the method used was explanatory survey with the technique of systematic random sampling with a total sample of 100 respondents. Data analysis technique used is a path analysis with tools computer software SPSS 21.0 for windows. The results obtained in the study stated that the promotional effect on purchasing decisions amounted to 28.2%. From the results of research on hypothesis testing can be known that promotion has a positive influence on purchasing decisions. But there are other factors that can influence the purchasing decisions in addition to promotions, such as price, location, and product. So it's recommended for further research. Keywords: promotional mix, purchase decisions
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | ?? BISMEN ?? |
| Divisions: | ?? BISMEN ?? |
| Depositing User: | DAM STAF Editor |
| Date Deposited: | 16 Dec 2013 03:49 |
| Last Modified: | 16 Dec 2013 03:49 |
| URI: | http://repository.upi.edu/id/eprint/4182 |
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