Karya Kompetensi Profesi Analisis Pengaruh Promosi terhadap Keputusan Pembelian di Bayu Buana Travel Services cabang Alam Sutera

Mulianto, Cindy Ayudia and Liana, Liana and Susanti, Susi (2016) Karya Kompetensi Profesi Analisis Pengaruh Promosi terhadap Keputusan Pembelian di Bayu Buana Travel Services cabang Alam Sutera. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Promotion is one part of marketing which is giving more effect to the customer expectation for product or service. The goal for this study is to identify the effect of promotion mix on the level of purchase decision. The concept of this research was developed to examine the relationship between the two variables. In this study, the authors conducted the data collection by questionnaire methods by using the nonprobability random sampling which distribute the questionnaires directly to random customer. This research uses a sample of 240 respondents. The result from the experiment support and indicate a positive effect that occurs between promotion mix and level of purchase decision in Bayu Buana Travel Services Branch Alam Sutera. Company should be more focused on improving direct marketing, maintaining the consistency of sales promotions, as well as maintaining the attractiveness of publicity and for further research to develop this research by using other variables that affect the purchase decision, such as brand image, product quality, price, and service quality.

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