Pengaruh Bauran Promosi Kartu Perdana As Terhadap Keputusan Pembelian Konsumen Pada Mahasiswa Fakultas Ekonomi Program Studi Manajemen Ekstensi Universitas Sumatera Utara

ABSTRAK

PENGARUH BAURAN PROMOSI KARTU PERDANA AS TERHADAP
KEPUTUSAN PEMBELIAN KONSUMEN PADA MAHASISWA
FAKULTAS EKONOMI PROGRAM STUDI MANAJEMEN
EKSTENSI UNIVERSITAS SUMATERA UTARA
Penelitian ini bertujuan untuk mengetahui pengaruh bauran promosi kartu
perdana As terhadap keputusan pembelian konsumen pada mahasiswa Fakultas
Ekonomi Program Studi Manjemen Ekstensi Universitas Sumatera Utara.
Penelitian ini merupakan penelitian eksplanatori, yaitu penelitian yang
menganalisis hubungan antara satu variabel dengan variabel lainnya. Populasi
dalam penelitian ini adalah mahasiswa Fakultas Ekonomi Program Studi
Manajemen Ekstensi Universitas Sumatera Utara stambuk 2010-2013. Sampel
dalam penelitian ini sebanyak 100 responden. Teknik pengambilan sampel
menggunakan metode purposive sampling.
Data primer dikumpulkan dengan kuesioner yang diukur menggunakan
skala Likert. Data sekunder diperoleh dari buku-buku yang berkaitan dengan
penelitian. Metode analisis data yang digunakan adalah metode analisis deskriptif
dan analisis regresi linier berganda.
Uji statistik F menunjukkan bahwa variabel advertising, personal selling,
sales promotion, public relation, dan direct marketing secara simultan

berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil koefisien
determinasi Adjusted R Square sebesar 0,616 berarti 61,6% variabel keputusan
pembelian dapat dijelaskan oleh advertising, personal selling, sales promotion,
public relation, dan direct marketing, sedangkan sisanya 38,4% dapat dijelaskan
oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini.
Kata kunci : Bauran Promosi dan Keputusan Pembelian.

Universitas Sumatera Utara

ABSTRACT

THE INFLUENCE OF PROMOTION MIX TO PURCHASE DECISION
OF AS CELLULAR CARD AT ECONOMIC FACULTY MAJOR
MANAGEMENT EXTENSION UNIVERSITY OF
NORTH SUMATERA
The purpose of this research is to know the influence of promotion mix to
purchase decision of As cellular card at economic faculty major management
extension University of North Sumatera. This research is explanatory, that is an
observation which looks for the relation between one variable with another
variable. The population in this study were student of economic faculty major

management extension. The sample in this observation was 100 respondent. The
sampling technique used was purposive sampling method.
The collecting of primary data is done by using questionnaire which is
measured by Likert Scale. Secondary data was obtained from books related to the
observation. The analysis method was descriptive analysis and multiple linear
regression analysis.
F-test results showed that advertising, personal selling, sales promotion,
public relation, dan direct marketing simultaneously give a positive and
significant influence to purchase decision. Results determinant coefficient
Adjusted R Square was 0,616 which means that the value of 61,6% increase in
purchase decision can be explained by the variable of advertising, personal
selling, sales promotion, public relation, dan direct marketing, while the
remaining 38,4% can be explained by other variables which are not examined in
this study.

Keywords: Promotion Mix and Purchase Decision.

Universitas Sumatera Utara