PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PT XL AXIATA TBK DI KOTA PALEMBANG

  • Yuni Adinda Putri universitas tridinanti
  • Sulbahri Madjir
Abstract Views: 118 PDF Downloads: 111
Keywords: promotion mix, buying decision, promotion

Abstract

The competition of cellular operators in fighting over consumers in order to maintain market share will be expected to occur continuously in the future. In the era of globalization, many new industries have emerged, but many companies have closed. Therefore, to maintain its existence the company must have good marketing. Marketing is the most important factor to increase product sales. One of the strategies is to carry out promotional activities for their products. This mix is ​​the most appropriate way according to management will meet the needs of the target market as a whole. The promotion mix includes, advertising, personal selling, sales promotion, public relations, and direct marketing. The purpose of the study was to determine the effect of the promotion mix variable on purchasing decisions at PT XL Axiata Tbk in Palembang City. The method used is a quantitative method. Data collection was carried out by non-probability sampling technique with sampling technique, namely incidental sampling. The results obtained that the most dominant independent variable influencing the decision to use the XL card (Y) in the city of Palembang is the sales promotion variable (X3) seen by the largest regression coefficient value.

Downloads

Download data is not yet available.

References

[BPS] Badan Pusat Statistik. (2020). STATISTIK TELEKOMUNIKASI INDONESIA 2020.

Amin, M. S., Widaningsih, S., & Wibowo, S. (2021). PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ( Studi Pada Bisnis Jasa Bimbingan Belajar Privat Expert Course Bandung 2020 ), 7(4), 619–624.

Assauri, S. (2010). Manajemen Pemasaran, Dasar, Konsep, dan Strategi. Jakarta: Raja Grafindo Persada.

Databoks. (2021). Jumlah Pelanggan 3 Operator Seluler Terbesar di Indonesia (Juni 2021). Retrieved November 16, 2021, from https://databoks.katadata.co.id/datapublish/2021/10/14/jumlah-pelanggan-telepon-seluler-tumbuh-42-pada-2020

Gunawan, A. C., & Susanti, F. (2017). Pengaruh Bauran Promosi Dan Harga Terhadap Keputusan Pembelian Produk Kosmetik Maybelline Di Kota Padang. Retrieved from https://osf.io/preprints/inarxiv/npjqh/

Jaelani, E. (2018). Pengaruh Bauran Promosi terhadap Keputusan Pembelian Online pada Konsumen Tokopedia di Bandung. Jurnal Sains Manajemen & Akuntansi, X(2), 57–64.

Jauhari, T., & Sya’idah, E. . (2020). Nusantara ( Jurnal Ilmu Pengetahuan Sosial ). Nusantara: Jurnal Ilmu Pengetahuan Sosial, 7(2), 408–420.

Kotler, P., & Amstrong, G. (2008). Prinsip-Prinsip Pemasaran Jilid 1 (12th ed.). Jakarta: Erlangga.

Kotler, P., & Armstrong, G. (2010). Prinsip-Prinsip Pemasaran, Jilid 1 dan 2 (12th ed.). Jakarta: Erlangga.

Kotler, P., & Lane Keller, K. (2005). Manajemen Pemasaran (12th ed.). Jakarta: Indeks.

Natalia, P., & Mulyana, M. (2019). Pengaruh Periklanan Dan Promosi Penjualan Terhadap Keputusan Pembelian Pada Perumahan Griya Puspandari Asri Tanjungpinang. Jurnal Dimensi, 8(1). https://doi.org/10.33373/dms.v8i1.1827

Schiffman, & Kanuk. (2008). Perilaku konsumen (7th ed.). Jakarta: Indeks.

Sugiyono. (2014). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Tjiptono, F. (2000). Strategi Pemasaran. ANDI Yogyakarta.

Wahyuni, S., & Pardamean, J. (2016). Pengaruh Iklan, Harga Dan Kualitas Layanan Terhadap Keputusan Pembelian Kartu Simpati Di Institute Perbanas. Jurnal Studi Manajemen Dan Bisnis, 3(1), 29–30.

Published
2022-06-28
How to Cite
Putri, Y. A., & Sulbahri Madjir. (2022). PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PT XL AXIATA TBK DI KOTA PALEMBANG. Jurnal Bisnis Terapan, 6(1), 23 - 32. https://doi.org/10.24123/jbt.v6i1.4790