Pengaruh Bauran Promosi Terhadap Keputusan Konsumen Berkunjung ke Mikie Holiday Fundland Berastagi Medan

ABSTRAK
PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN
BERKUNJUNG KE MIKIE HOLIDAY FUNLAND BERASTAGI MEDAN

Penelitian ini bertujuan untuk menganalisis pengaruh periklanan, promosi
penjualan, hubucngan masyarakat, penjualan personal, dan pemasaran langsung,
terhadap variabel keputusan pembelian. Penelitian ini mengumpulkan bukti-bukti
empiris. Penelitian ini dilakukan di Mikie Holiday Fundland, Jl. Jamin Ginting
Km.50 Desa Pecen, Kec. Berastagi, Karo Sumut, Sumatera Utara, dengan jumlah
sampel sebanyak 100 responden. Berdasarkan hasil penelitian, hasil uji signifikansi
pengaruh simultan dengan uji F, variabel periklanan, promosi penjualan, hubungan
masyarakat, penjualan personal, dan pemasaran langsung, secara bersama-sama atau
simultan, berpengaruh signifikan (secara statistika) terhadap keputusan pembelian.
Berdasarkan hasil uji pengaruh parsial dengan uji t, diketahui seluruh variabel bebas,
yakni variabel periklanan, promosi penjualan, hubungan masyarakat, penjualan
personal, dan pemasaran langsung, berpengaruh positif terhadap keputusan
pembelian, namun hanya variabel hubungan masyarakat dan pemasaran langsung
yang berpengaruh signifikan terhadap keputusan pembelian.

Kata kunci: Pengaruh periklanan, Promosi penjualan, Hubungan masyarakat,
Penjualan personal, Pemasaran langsung,dan Keputusan pembelian

i
Universitas Sumatera Utara

ABSTRACT
INFLUENCE MARKETING MIX AGAINTS DECISION OF CONSUMER TO
VISIT MIKE HOLIDAY FUNLAND BERASTAGI MEDAN

This study aimed to analyze the influence of advertising, sales promotion,
public relations, personal selling, and direct marketing to decision purchase. This
research collects empirical evidence. This research was conducted at Mikie Holiday
Fundland, Jamin Ginting street, 50 km Pecen village, Berastagi, North Sumatra, with
a total sample of 100 respondents. Based on the research, the results of significance
test the effect simultaneously with the F test, the variable of advertising, sales
promotion, public relations, personal selling, and direct marketing, together or
simultaneously, have a significant effect (statistical) to decision purchase. Based on
the test results of the partial effect by t test, known to all independent variables,
namely variable advertising, sales promotion, public relations, personal selling, and
direct marketing, positive influence on decision purchase, but only variable public
relations and direct marketing that significantly influence to decisions purchase.

Keywords: Advertising, Sales promotion, Public relations, Personal selling, Direct
marketing, Decision purchase.

ii
Universitas Sumatera Utara