Pengaruh Bauran Promosi terhadap Keputusan Pembelian Mie Sedaap (Studi Kasus STIE Widya Gama Lumajang)

Abstract

Increasingly growing food in the world, instant noodles become one of the favorite foods of the people in Indonesia. Instant food has now become a staple food after rice. Besides being practical, it is also very easy to cook. No wonder if the average community likes and consumes food as favorite food. , many of the products that compete through the internet media by promoting a product through its kind or advertisements. The problem of this research is whether there is a significant influence of advertising, personal sales, sales promotion, public relations, and direct marketing variables on student noodle Purchasing Decisions of STIE Widya Gama Lumajang Student both simultaneously and partially. This research is a type of quantitative research. Data collection techniques using questionnaires, with non probability sampling techniques selected sampling techniques that is Purposive Sampling to 90 respondents to repondents consumers or customers noodle as much as Students who Widya Gama Lumajang.  The resulting multiple linear regression is Y = 7.140 + 0.251 + 0.103 + 0.157 + (-0.146) + 0.945. The results of the economic determinations show that 42.6% of buyers' decisions can be explained by independent variables, fisheries, sales, promotion of sales, community relations and marketing directly, whereas those are 57.4% of the purchase decisions contributed by other variables not examined in this study. The results of the study show that Advertising, Personal Sales, Promotion Sales, Community Relations, and Direct Marketing have the same influence on Purchasing Decisions, while the Advisers and Marketing Consultants are more directly affected by the significance of the Sedaap noodle Purchase Decision in STIE Widya Gama Lumajang Students.