PENGARUH PROMOSI PENJUALAN, PERIKLANAN DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PADA PT. GREAT MATARAM CABANG SURAKARTA

Abstract

selling on purchasing decisions at PT Great Mataram Surakarta. The population in this study were
consumers of PT Great Mataram Surakarta which consisted of a pharmacy and a hospital with a total
of 2219. The sampling method used was purposive sample with a total of 100 respondents. Data
collection techniques using interviews and questionnaires. The data analysis technique used the t test,
F test, multiple linear regression analysis and the coefficient of determination. The results of the data
analysis technique using the t test obtained a value of 4.199, which means that it has a significant effect
on purchasing decisions. The results of the data analysis technique using the F test obtained a value of
34.625, which means a simultaneous significant effect on purchasing decisions. The results of the data
analysis technique using the coefficient of determination obtained a value of 0.505, which means that
the effect of all independent variables on the dependent variable is 50.5% while the rest is explained by
other variables. The results of the data analysis technique using multiple linear regression obtained a
value (constant) of 0.791, the value of the coefficient of X1 0.548, the value of the coefficient of X2 was
0.456, the value of the coefficient of X3 was 0.316. The conclusion from the test results of each
hypothesis shows that sales promotion has a significant effect on purchasing decisions, advertising has
a significant effect on purchasing decisions, personal selling has a significant effect on purchasing
decisions and sales promotion, advertising and personal selling have a significant effect simultaneously
on purchasing decisions at PT. Great Mataram Surakarta Branch.