?url_ver=Z39.88-2004&rft_id=1916051066&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+IKLAN%2C+PROMOSI+PENJUALAN%2C+DAN+PEMASARAN%0D%0ALANGSUNG+TERHADAP+KEPUTUSAN+PEMBELIAN++%0D%0A(SURVEI+PADA+KONSUMEN+FORE+COFFEE+BANDAR+LAMPUNG)%0D%0A+&rft.creator=THEODORA%2C+STEPHANY+MARCELINA&rft.subject=304+Faktor+yang+mempengaruhi+perilaku+sosial&rft.subject=307+Komunitas&rft.subject=330+Ekonomi&rft.description=+%0D%0ATujuan+riset+ini%2C+ingin+mengetahui+besarnya+pengaruh+iklan%2C+promosi+penjualan%2C+dan%0D%0Apemasaran+langsung+terhadap+keputusan+konsumen+dalam+pembelian+produk+Fore%0D%0ACoffee+Bandar+Lampung.+Metode+penelitian+yang+digunakan+adalah+explanatory%0D%0Aresearch+dengan+pendekatan+penelitian+kuantitatif+melalui+program+SPSS+29.0%0D%0Asebagai+pengolahan+data.+Teknik+sampel+yang+digunakan+yaitu+non+probability%0D%0Asampling+dengan+metode+accidental+sampling%2C+Populasi+penelitian+ini+yaitu%0D%0Akonsumen+Fore+Coffee+Bandar+Lampung.+Hasil+penelitian+ini+menunjukkan+bahwa%0D%0Aiklan+secara+parsial+berpengaruh+negatif+dan+tidak+berpengaruh+signifikan%2C%0D%0Asedangkan+promosi+penjualan+dan+pemasaran+langsung+secara+parsial+berpengaruh%0D%0Apositif+dan+berpengaruh+signifikan+terhadap+keputusan+pembelian.+Secara+simultan%0D%0Abesarnya+pengaruh+iklan%2C+promosi+penjualan%2C+dan+pemasaran+langsung+terhadap%0D%0Akeputusan+pembelian+yaitu+0.755+atau+75.5%25+%2C+yang+berarti+variabel+independen%0D%0Aberpengaruh+signfikan+terhadap+keputusan+pembelian.+%0D%0A%0D%0AKata+kunci+%3A+Iklan%2C+Promosi+Penjualan%2C+Langsung+Pemasaran%2C+Keputusan%0D%0APembelian%2C+Fore+Coffee+%0D%0A%0D%0A%0D%0A+%0D%0AThe+purpose+of+this+research+is+to+find+out+the+influence+of+advertising%2C+sales%0D%0Apromotion+and+direct+marketing+on+consumer+decisions+in+purchasing+Fore+Coffee%0D%0ABandar+Lampung+products.+The+research+method+used+is+explanatory+research+with%0D%0Aa+quantitative+research+approach+through+the+SPSS+29.0+program+as+data%0D%0Aprocessing.+The+sample+technique+used+is+non-probability+sampling+with+the%0D%0Aaccidental+sampling+method.+The+population+of+this+study+is+the+consumers+of+Fore%0D%0ACoffee+Bandar+Lampung.+The+results+of+this+study+indicate+that+advertising+partially%0D%0Ahas+a+negative+effect+and+does+not+have+a+significant+effect%2C+while+sales+promotion%0D%0Aand+direct+marketing+partially+have+a+positive+and+significant+effect+on+purchasing%0D%0Adecisions.+Simultaneously+the+magnitude+of+the+influence+of+advertising%2C+sales%0D%0Apromotion+and+direct+marketing+on+purchasing+decisions+is+0.755+or+75.5%25+%2C+which%0D%0Ameans+that+the+independent+variables+have+a+significant+effect+on+purchasing%0D%0Adecisions.%0D%0AKey+Word+%3A+Advertising%2C+Sales+Promotion%2C+Direct+Marketing%2C+Purchase+Decision%2C%0D%0AFore+Coffee%0D%0A%0D%0A&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK+&rft.date=2023-05-31&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F72581%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F72581%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F72581%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++THEODORA%2C+STEPHANY+MARCELINA++(2023)+PENGARUH+IKLAN%2C+PROMOSI+PENJUALAN%2C+DAN+PEMASARAN+LANGSUNG+TERHADAP+KEPUTUSAN+PEMBELIAN+(SURVEI+PADA+KONSUMEN+FORE+COFFEE+BANDAR+LAMPUNG).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK+%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F72581%2F