PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN PEMASANGAN INDIHOME DI PALEMBANG PADA PT TELKOM TBK CABANG PALEMBANG

Abstract

Abstract

This study aims to find out how big the effect of Promotion Mix variable Advertising (X1), Sales Promotion (X2), Personal Selling (X3), and Direct Marketing (X4) against dependent variable decision of Indihome installation consumers in Palembang either simultaneously or partial and knowing the most dominant variable. This study uses purposive sampling. The amount of sample used for this research is 100 respondents. The variable measurements instrumentsare validity and reliability, whereas the analytical method used are T test, F test, and multiple regression analysis. The result of F test (simultaneous) is Promotion Mix effect on decision, while the result of T test shows that only advertising variable (X1) and (X4) Direct Marketing effect on installation of Indihome decision in Palembang. The most dominant variable is (X4) Direct Marketing.