PENGARUH PERIKLANAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN AYAM GEPREK MANG SOETTA GKB GRESIK

advertising, Promotion, and Purchase Decisions

Abstract

In an effort to increase profits, companies need to carry out promotional activities, a promotional
mix consisting of advertising, sales promotion. To achieve effectiveness, companies need to
measure the implementation of the promotional mix. This measurement can be done using non-
financial indicators, namely the purchase decision index. The formulation of the problem posed in
this study is whether advertising and sales promotion partially and simultaneously affect the
purchasing decision of Geprek chicken products, Mang Soetta GKB Gresik. The purpose of this
study was to determine the effect of advertising and sales promotion on purchasing decisions
partially and simultaneously Geprek Mang Soetta GKB Gresik chicken. The sampling method is
carried out by non-probability sampling method with incidental sampling method is a sampling
technique based on chance. The data collection method used was a questionnaire (questionnaire),
documentation and interviews. The analysis method used in this research is instrument test
(validity and reliability test), percentage descriptive analysis, classical assumption test, multiple
regression analysis, hypothesis testing, and determination coefficient using SPSS.