Pengaruh Bauran Promosi Sampo Hijab Terhadap Keputusan Pembelian dan Pengaruhnya Terhadap Kepuasan Konsumen di Kota Bogor
DOI:
https://doi.org/10.37721/je.v20i1.309Abstract
This research is aimed to find out 1) the influence of hijab shampoo advertisement on purchasing decision, 2) the influence of sales promotion of hijab shampoo sales to the buying decision, 3) the influence of individual hijab shampoo sales on the purchase decision, 4) the influence of publicity on purchasing decision, 5) the influence of the promotion mix on the purchase decision, and 6) know the effect of purchasing decisions on customer satisfaction. The population in this study is the consumers of women who have purchased and use Sariayu Hijab shampoo or Sunsilk Hijab Sampo in Bogor City, with a total sample of 152 respondents. The sample technique used is purposive sampling. Test validity and reliability using Cronbach's Alpha formula. Data analysis technique used in this research is multiple linear regression analysis with t test. The results showed that Sariayu Hijab shampoo on sales promotion (0,011), promotion mix (0,539) had significant effect, while advertisement (0,172), personal selling (0,731), publicity (0,221) had no significant effect on purchasing decision. Shampoo Sunsilk Hijab on advertisement (0.000), sales promotion (0,052), promotion mix (0,474) have significant effect while personal selling (0,973), publicity (0,490) have no significant effect to purchasing decision. The decision to purchase both shampoo hijab has a significant effect on customer satisfaction. Keywords: promotion mix, purchase decision, customer satisfactionReferences
Kotler P., & Keller K.L. 2012 Marketing
Management, Global Editing 14 Edition. London:
Pearson Education Limited.
Kotler, Philip., & Armstrong, Gary. 2010. Principles
of Marketing Thirteenth Edition. New Jersey:
Pearson Education. p. 70-76.
Stefani S. Analisis Pengaruh Iklan Televisi,
Celebrity, Endorser, Kualitas Produk dan Citra
Merek Terhadap Keputusan Pembelian pada
Produk kosmetik berlabel Halal
“Wardah”(Skripsi). Jakarta: Universitas Islam
Negeri Syarif Hidayatullah; 2013, h 1-139.
Selang, C. A. D. 2013. Bauran Pemasaran
(Marketing Mix) pengaruhnya Terhadap
Loyalitas Konsumen Pada Fresh Mart Bahu Mall
Manado. Jurnal EMBA 1 (3) : 71-80.
Sugiyono, Statistika Untuk Penelitian, Bandung:
Alfabeta; 2015.
Ghozali, Imam. Aplikasi Analisis Multivariate
dengan Program IBM SPSS 19 (edisi kelima).
Semarang : Universitas Diponegoro; 2011.
Assauri, Sofjan, 2012. Strategic Marketing
(Sustaining Lifetime Costumer Value). Jakarta.
Raja Grafindo Persada.
Tjiptono, Fandy dkk. 2012. Pemasaran Strategic.
Yogyakarta. Andi.
Peter, Paul dkk. 2014. Prilaku Konsumen dan
Strategi Pemasaran. Jakarta. Salemba Empat.
Farid, Miftah., Saladin Ghalib., Setio Utomo 2014.
Pengaruh Promotion Mix terhadap Keputusan
Pemilihan Merk Oli Mobil pada Pantai Gading
Motor Palangkaraya. Jurnal Bisnis dan
Pmebangunan. Vol. 2 No.2., Juli-Desember 2014.
Fisip Unlam. Banjarmasin.
Yusda, Desi Derina. 2016. Pengaruh Atribut
Credibility dan Attractivenes Celebrity Endorser
terhadap Keputusan Pembelian Produk Sunsilk
Clean & Fresh Pada Konsumen Wanita di Bandar
Lampung (Tesis). Bandar Lampung: Magister
Managemen Fakultas Ekonomi dan Bisnis.
Universitas Lampung.