THE INFLUENCE OF PROMOTION MIX ON CONSUMER BUYING DECISION: A CASE STUDY OF BESTARI BRANDS-DODOL GARUT PRODUCER
- Prosiding Internasional
- Intan Tenisia Prawita Sari, Tinneke Hermina, Wati Susilawati
- Advances in Economics, Business and Management Research, volume 117, ISSN (Online): 2352-5428
Abstrak
In coping a tight competition, many companies apply promotion mix as the chosen marketing strategy in order to be able to control the market share and to compete with other companies with similar products. The aim of the study was to evaluate the influence of promotion mix on consumer buying
decision. For conducting research, descriptive associative research technique was designed and sample that used was 30 people. Furthermore, hypothesis testing uses multiple linear regression analysis. The results showed that promotion mix have a positive effect on consumer buying decision on Dodol Garut of Bestari Brands. Then, Public Relation is the highest variable on Promotion Mix. While, Post-Buying Behavior is the best variable on consumer buying decision. Keywords: Promotion Mix; Consumer Buying Decision; Public Relation
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