PENGARUH STRATEGI PEMASARAN (PROMOTION MIX) IKLAN TERHADAP PENINGKATAN PENGGUNA JASA LAYANAN PERIKLANAN DI PT RADIO INDAH ASRI SRAGEN
ABSTRACT: The purpose of this
study were to analyze the significance of the influence of advertising , sales
promotion, personal selling and publicity
partially to service
users of advertising
in PT Radio Indah
Asri Sragen. Methods
of research using
survey methods, sampling
techniques using simple random sampling that is a total of 30
respondents. Data analysis
techniques used validity
test, reliability test, the
classical assumption test,
multiple linear regression analysis,
t test, F
test and the
coefficient of determination.
From this analysis, the dominant variable effect on service users
advertising is the
advertising variable. T
test: (1) advertising significantly
influence the advertising
service users; (2) Sales
Promotion significantly influence the advertising service users; (3)
Personal selling significantly
influence the advertising service users;
(4) Publicity significantly
influence the advertising service users; (5) The results
obtained coefficient of determination value of Adjusted R Square = 0,899 means
that the note given by the
influence of the
independent variables, of
the dependent variable is
the advertising service
users was 89,9%
while the remaining 10,1% is
influenced by other variables.
Keywords: advertising, sales
promotion, personal selling, publicity and advertising service
users
Penulis: Mahesi Andani Putri, Sri
Lestari Triyaningsih
Kode Jurnal: jpmanajemendd130439
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