@misc{eprints55371,
           title = {PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN
PEMBELIAN MOBIL LCGC (LOW COST GREEN CAR) MEREK

TOYOTA AGYA DI BANDAR LAMPUNG},
          author = {1511011134 M. REYNALDO AZHARI},
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS EKONOMI DAN BISNIS},
            year = {2019},
             url = {http://digilib.unila.ac.id/55371/},
        abstract = {Penurunan penjualan mobil Toyota Agya selama kurun waktu 2016, 2017, 2018,
dapat mengindikasikan bahwa bauran promosi yang dilakukan kurang maksimal.
Hal tersebut yang menjadi pokok masalah dalam penelitian ini sehingga penelitian
ini bertujuan untuk menguji pengaruh bauran promosi terhadap keputusan
pembelian mobil LCGC merek Toyota Agya di Bandar Lampung. Teknik
pengambilan sampel menggunakan metode purposive sampling sehingga
didapatkan sampel sebanyak 100 responden. Teknik analisis data dalam penelitian
ini menggunakan analisis regresi linier berganda. Hasil pengujian hipotesis secara
parsial dengan tingkat {\ensuremath{\alpha}}= 5\% (0,05) menunjukkan bahwa seluruh hipotesis
diterima. Artinya, bauran promosi (periklanan, penjualan pribadi, hubungan
masyarakat, promosi penjualan, pemasaran langsung) berpengaruh secara parsial
dan simultan dan signifikan terhadap keputusan pembelian mobil LCGC merek
Toyota Agya di Bandar Lampung.

Kata Kunci: Periklanan, Pribadi, Hubungan Masyarakat, Promosi Penjualan,
The depression in sales volume of Toyota Agya car over the periods 2016, 2017,
2018 was indicate that the promotion mix were not optimal. This is the main
problem in this study, so the purpose of this research are to examine the effect of
the promotion mix on purchasing decision of the LCGC brand Toyota Agya in
Bandar Lampung. The sampling technique used purposive sampling method, so
that the sample are obtained 100 respondents. Data analysis techniques had used
multiple linear regression analysis. Hypothesis testing using the t-test with a level
of {\ensuremath{\alpha}} = 5\% (0.05) indicate, that all of the hypothesis are accepted. It means
promotion mix variables (advertising, personal sales, public relations, sales
promotion, direct marketing), had partial and simultaneous and significant effect
to the purchase decision of LCGC brand is Toyota Agya car in Bandar Lampung

Kata Kunci: Advertising, Personal, Public Relations, Sales Promotion, Direct

Marketing, Promotion Mix, Purchase Decision.}
}