{"title":"促销组合对巴东市电信地区自主产品购买决策的影响","authors":"Randy Evri Martha, S. Evanita, D. Patricia","doi":"10.2991/PICEEBA2-18.2019.53","DOIUrl":null,"url":null,"abstract":"The purpose of this study is to analyze 1) The influence of advertising on consumer purchasing decisions in buying indihome in the Padang city, 2) the influence of sales promotion on consumer purchasing decisions in buying indihome in the Padang city, 3) the influence of direct selling on consumer purchasing decisions in buying indihome in the Padang city, 4) the influence of publicity on consumer purchasing decisions in buying indihome in the Padang city, and 5) the most influential variable of promotion mix is used in increasing sales of indihome products in the Telkom region of West Sumatra. The result shows that 1) Advertising has not a significant and positive effect on consumer purchasing decisions. 2) Direct sales have a significant and positive effect on consumer purchasing decisions. 3) Sales promotion has a significant and positive effect on consumer purchasing decisions. 4) Publicity has not a significant and positive effect on consumer purchasing decisions. and 5) direct sales has the most significant and positive effect on consumer purchasing decisions.","PeriodicalId":251790,"journal":{"name":"Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)","volume":"1 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2019-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"6","resultStr":"{\"title\":\"The Influence of Promotion Mix towards Purchasing Decision of Indihome product in Telkom Region of Padang City\",\"authors\":\"Randy Evri Martha, S. Evanita, D. Patricia\",\"doi\":\"10.2991/PICEEBA2-18.2019.53\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The purpose of this study is to analyze 1) The influence of advertising on consumer purchasing decisions in buying indihome in the Padang city, 2) the influence of sales promotion on consumer purchasing decisions in buying indihome in the Padang city, 3) the influence of direct selling on consumer purchasing decisions in buying indihome in the Padang city, 4) the influence of publicity on consumer purchasing decisions in buying indihome in the Padang city, and 5) the most influential variable of promotion mix is used in increasing sales of indihome products in the Telkom region of West Sumatra. The result shows that 1) Advertising has not a significant and positive effect on consumer purchasing decisions. 2) Direct sales have a significant and positive effect on consumer purchasing decisions. 3) Sales promotion has a significant and positive effect on consumer purchasing decisions. 4) Publicity has not a significant and positive effect on consumer purchasing decisions. and 5) direct sales has the most significant and positive effect on consumer purchasing decisions.\",\"PeriodicalId\":251790,\"journal\":{\"name\":\"Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)\",\"volume\":\"1 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2019-04-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"6\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.2991/PICEEBA2-18.2019.53\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2991/PICEEBA2-18.2019.53","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
The Influence of Promotion Mix towards Purchasing Decision of Indihome product in Telkom Region of Padang City
The purpose of this study is to analyze 1) The influence of advertising on consumer purchasing decisions in buying indihome in the Padang city, 2) the influence of sales promotion on consumer purchasing decisions in buying indihome in the Padang city, 3) the influence of direct selling on consumer purchasing decisions in buying indihome in the Padang city, 4) the influence of publicity on consumer purchasing decisions in buying indihome in the Padang city, and 5) the most influential variable of promotion mix is used in increasing sales of indihome products in the Telkom region of West Sumatra. The result shows that 1) Advertising has not a significant and positive effect on consumer purchasing decisions. 2) Direct sales have a significant and positive effect on consumer purchasing decisions. 3) Sales promotion has a significant and positive effect on consumer purchasing decisions. 4) Publicity has not a significant and positive effect on consumer purchasing decisions. and 5) direct sales has the most significant and positive effect on consumer purchasing decisions.
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