Pengaruh Bauran Promosi Terhadap Keputusan Konsumen Dalam Memilih Produk Herbal Penawar Alwahidah Indonesia (HPAI) Jalan Melati BC (Business Centre) 4 Pekanbaru

Firmansyah, Alfi Ridho (2021) Pengaruh Bauran Promosi Terhadap Keputusan Konsumen Dalam Memilih Produk Herbal Penawar Alwahidah Indonesia (HPAI) Jalan Melati BC (Business Centre) 4 Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT THE INFLUENCE OF PROMOTION MIX ON CONSUMER DECISION IN CHOOSING PRODUCTS OF HPAI AT BUSINESS CENTER 4 ON MELATI STREET IN PEKANBARU CITY ALFI RIDHO FIRMANSYAH 172310152 Promotion Mix Factor becomes one of the benchmarks in consumer decision-making process. The problem formulation of this study is how the influence of promotion mix on consumer decision in choosing products of HPAI (Indonesian Abbreviation: Herbal Penawar Alwahidah Indonesia) at BC (Business Center) 4 on Melati Street in Pekanbaru city. The aim of this study is to investigate the influence of promotion mix on consumer decision in choosing products of HPAI. The type of this study is quantitative research. The subjects of this study are agents and consumers of HPAI, with the sample consists of 99 respondents. The data collection technique is through questionnaires. The data analysis is perfomed by SPSS For Windows 22. The partial hypothesis testing shows that the promotion mix (Y) has a significant influence on consumer decisions (X), it is known from the t-value > t-table (6.836 > 1.967). The hypothesis testing simultaneously shows that the promotion mix has a significant influence on consumer decision, it is known from the correlation coefficient value of 486 or 48.6%, which is included in the category of strong relationship between the promotion mix and consumer decision. In general, it can be concluded that there is an influence of promotion mix on consumer decision.

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