THE EFFECT OF ADVERTISING AND SALES PROMOTION ON CONSUMER BUYING DECISION OF INDOVISION TV CABLE PROVIDER
Abstract: On this modern era
the development of technology and media communication are rapidly growing and
changing. Many things that seen impossible by human in the past has now becomes
possible. Current technological developments increasingly dynamic and
innovative, so the need for technology of information and communication is very
important. There are a lot of improvements of the technology that change the
mindset of human. The purpose of this research is to find if advertisement and
sales promotion have a significant impact. This research used quantitaitve
method. The sample of this research is customer of Indovision TV with total of
75. This research used simple random sampling and the date filled by the
questionaire. The result of this research shows that there is a significant effect
of Advertisement and Sales Promotion on Consumer Buying Decision.
Recommendation is that Indovision should make the sales promotion even more
because the demand of Cable TV is really high now, Indovision can add more TV
Channel that other cable TV did not have. Indovison should have a national or
international artist on their Advertising so it can be more attractive.
Keywords: advertisement, sales
promotion, consumer buying decision
Penulis: Christohn Louse
Nangoy, W.J.F Alfa Tumbuan
Kode Jurnal: jpmanajemendd180330
