PENGARUH PROMOSI PENJUALAN DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK NESTLE DANCOW DI PAMELLA SWALAYAN SUPERMARKET JOGJAKARTA

Abstract

This research examined the influence of sales promotion and advertisement to the decision to purchase Nestle Dancow. This research surveyed 80 respondents who were visitors of Pamela Supermarket of Jogjakarta who were also patrons of Nestle Dancow. Data analysis methods used were regression and qualitative analysis. The results showed that sales promotion and advertisement had a strong positive influence to decision to purchase product. The model constructed from this study was Y = 2,645 + 0,352 X, + 0,220 X₂ ÷ e.