Pengaruh Bauran Promosi Terhadap Keputusan Pembelian (Survei Pada Mahasiswa Jurusan Bisnis Angkatan 2010-2012 Fakultas Ilmu Administrasi Pengguna Indosat Di Universitas Brawijaya)

The results of multiple linear regression analysis can be seen that the independent variables include Advertising, Direct Sales, Sales Promotion, and Publicity effect on the Buying Decision Process. This is indicated by the calculated F value of 74 880 with a probability of F value of 0.000 (p < 0.05). The contribution of the four independent variables together to Buying Decision Process is 52.1 %, while the remaining 47.9 % is influenced by other variables not examined in this study. In this study, it can be seen that individually the four independent variables which include ad, Direct Sales, Sales Promotion, and publicity overall have a significant effect on the Buying Decision Process. The results of this study also showed that the variables of Sales Promotion has a dominant influence on Purchase Decision Structure