The Influence of Advertising, Sales Promotion and Personal Selling on Purchasing Decisions on Sasa Product Advertisements On Inews Tv

Fajar Wahyu Dwi Agustin, Adrianto Trimarjono

Technological developments make product communication in the form of television advertisements easier to reach the market. The aim of this research is whether there is a significant influence between advertising on purchasing decisions for Sasa products in advertisements on iNews TV (case study of students from the Faculty of Business Economics). Is there a significant influence between sales promotion on purchasing decisions for Sasa products in advertisements on iNews TV (case study of students from the Faculty of Business Economics). Is there a significant influence between personal selling on the decision to purchase Sasa products in advertisements on iNews TV (case study of students from the Faculty of Business Economics). This research utilizes quantitative methods using survey techniques to obtain a number of research data. The population is all students from the Faculty of Economics and Business, Wijaya Kusuma University, totaling 3600, then the sample is calculated using the Slovin formula to be 360. The results will be tested via SPSS with the multiple linear regression analysis formula. The results show that 1) Advertising (X1) has a positive and significant effect on purchasing decisions, 2) Sales Promotion (X1) has a positive and significant effect on purchasing decisions, and 3) Brand Image (X3) has a positive and significant effect on purchasing decisions.

2024/06/15

Advertising, Sales Promotion, Brand Image, Buying decision

485

490

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21