Pengaruh Periklanan Dan Promosi Penjualan Terhadap Keputusan Pembelian

Promotion is one of the appropriate strategies in the delivery of communications to consumers. One form of the right promotional mix used by telecom companies are advertising and sales promotion. A good campaign will be able to have a major impact on consumer purchasing decisions. The purpose of this study was to determine how consumer perceptions of advertising and sales promotions conducted by the company, the influence of advertising on purchase decisions and to determine the effect of sales promotions on purchase decisions. Research by the author is at PT. Axiata with a population of customers in the city of Bogor. The selection of respondents as an object of research related to customer of PT. Axiata in Bogor with Slovin method, this research get 100 respondents. Method of data collection by field research by distributing questionnaires in several areas in Bogor. Data processing techniques are used to aid the data processing software SmartPLS. The results showed that the values obtained from the coefficient table Path, X1 (Ad) to Y (Purchase Decision) of 1.596096. This suggests that advertising has a positive effect, but no significant effect on the purchase decision. In Path Coefficients table, X2 (Sales Promotion) to Y (Purchase Decision) of 3.834771. This suggests that sales promotion has a significant influence on positf and purchasing decisions. Keywords: Advertising, Sales Promotion, Purchase DecisionJIMKES Jurnal Ilmiah Manajemen Kesatuan Vol. 2 No. 2, 2014 pp. 119-128 STIE Kesatuan ISSN 2337 – 786