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Aini, Nike Nur
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Decision Sciences, Operations Research & Management Social Sciences

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ANALISIS PENGARUH ADVERTISING DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN Aini, Nike Nur; Mulyati, Awin; Maruta, IGN Anom
Jurnal Dinamika Administrasi Bisnis Vol 4 No 1 (2018): Jurnal "Dinamika Administrasi Bisnis"
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/jdab.v4i1.2257

Abstract

In this study the authors conducted research on the influence of Advertising and Personal Selling on Purchase Decision. The method used is multiple linear regression. The population in this study are consumers who use Wardah cosmetic products. The number of samples used in this study as many as 100 respondents taken from consumer cosmetics Wardah in Transmart Rungkut accidental sampling.The results showed that Advertising has a positive and significant effect on purchasing decisions partially accepted. Personal Selling has a positive and significant impact on purchasing decisions. Advertising and Personal Selling together positively and positively influence Wardah's cosmetic purchase decision. The most dominating factor in purchasing decisions is Advertising.Keywords: Advertising, personal selling, and purchasing decisions
Co-Authors Maruta, IGN Anom Mulyati, Awin