title: PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN  PEMBELIAN MOBIL LCGC (LOW COST GREEN CAR) MEREK    TOYOTA AGYA DI BANDAR LAMPUNG
creator: M. REYNALDO AZHARI, 1511011134
subject:  
description: 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 α= 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 α = 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.
publisher: FAKULTAS EKONOMI DAN BISNIS
date: 2019
type: Skripsi
type: NonPeerReviewed
format: text
identifier: http://digilib.unila.ac.id/55371/1/1.%20ABSTRAK.pdf
format: text
identifier: http://digilib.unila.ac.id/55371/2/2.%20SKRIPSI%20FULL.pdf
format: text
identifier: http://digilib.unila.ac.id/55371/3/3.%20SKRIPSI%20FULL%20TANPA%20BAB%20PEMBAHASAN.pdf
identifier:   M. REYNALDO AZHARI, 1511011134  (2019) PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL LCGC (LOW COST GREEN CAR) MEREK TOYOTA AGYA DI BANDAR LAMPUNG.  FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.     
relation: http://digilib.unila.ac.id/55371/