NOVA, ELMA FITRIA (2018) PERANAN BAURAN PROMOSI TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK FIFASTRA PADA FIFGROUP CABANG SEKAYU. Other thesis, POLITEKNIK NEGERI SRIWIJAYA.
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Abstract
This final report is titled the role of promotional mix to FIFASTRA product purchase decision on FIFGROUP of Sekayu Branch. The purpose of writing this report is to determine the role of promotion mix of FIFGROUP Sekayu Branch to decision making purchases. Data collection was done with several techniques that were distributed to 90 consumer questionnaires, interviews, and literature study. The data analysis used is qualitative data and quantitative data. Qualitative data used is quantitative data into Likert scale which is the result of questionnaire distribution, while quantitative data is the result of calculation with Interpretation Score (IS) formula. So the calculation obtained got the number in the form of percentage to be categorized into Score Interpretation criteria. Based on this report concluded that not all promotion mix done by FIFGROUP Branch of Sekayu play an effective role to FIFASTRA product purchase decision where sales promotion obtained percentage of 35% is classified as weak, public relation obtained by 47% percentage is enough, personal selling obtained 42% percentage is enough, marketing directly obtained percentage of 40% is quite enough, word of mouth information obtained percentage of 45% and quite enough. In addition, the most promotional mix of the role of decision making FIFASTRA product purchase is Advertising with percentage of 77% and classified as Strong.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Promotional Mix, Purchase Decision, FIFASTRA, FIFGROUP |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HG Finance |
| Divisions: | Business Administration > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 03 Dec 2019 01:45 |
| Last Modified: | 03 Dec 2019 01:45 |
| URI: | http://eprints.polsri.ac.id/id/eprint/6076 |
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