Pengaruh Iklan dan Promosi Penjualan Terhadap Keputusan Pembelian Melalui Persepsi Konsumen Sebagai Variabel Intervening

Silviadewi, Sitta and -, Kussudyarsana, S.E., M.Si., Ph.D. (2021) Pengaruh Iklan dan Promosi Penjualan Terhadap Keputusan Pembelian Melalui Persepsi Konsumen Sebagai Variabel Intervening. Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) Naskah Publikasi.pdf Download (590kB)
	PDF (Halaman Depan) Halaman Depan.pdf Download (496kB)
	PDF (Bab I) Bab I.pdf Download (159kB)
	PDF (Bab II) Bab II.pdf Restricted to Repository staff only Download (195kB) | Request a copy
	PDF (Bab III) Bab III.pdf Restricted to Repository staff only Download (260kB) | Request a copy
	PDF (Bab IV) Bab IV.pdf Restricted to Repository staff only Download (356kB) | Request a copy
	PDF (Bab V) Bab V.pdf Restricted to Repository staff only Download (151kB) | Request a copy
	PDF (Daftar Pustaka) Daftar Pustaka.pdf Download (197kB)
	PDF (Lampiran) Lampiran.pdf Restricted to Repository staff only Download (324kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) Pernyataan Publikasi.pdf Restricted to Repository staff only Download (234kB) | Request a copy

Abstract

This study aims to analyze the effect of advertising and sales promotion on purchasing decisions through consumer perceptions as an intervening variable. The population and sample of this study were people living in Surakarta who had consumed Ice Cream Wall's products and the number of respondents as the sample in this study were 120 respondents. Sources of data used in this study are primary data and secondary data. The method of collecting data using a questionnaire. Data analysis using the Partial Least Square (PLS) method. The results of the analysis in this study indicate that advertising has a positive but insignificant effect on consumer perceptions, sales promotions have a positive and significant effect on consumer perceptions, advertising has a positive and significant effect on purchasing decisions, sales promotions have a positive but not significant effect on purchasing decisions, consumer perceptions have a positive effect. and significant on purchasing decisions, advertising has a positive but insignificant effect on purchasing decisions mediated by consumer perceptions, sales promotion has a positive and significant effect on purchasing decisions mediated by consumer perceptions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Advertising, Sales Promotion, Consumer Perception, Purchase Decisions.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SITTA SILVIADEWI
Date Deposited:	15 Jul 2021 03:17
Last Modified:	15 Jul 2021 03:17
URI:	http://eprints.ums.ac.id/id/eprint/92277

Actions (login required)

View Item