Year: 2024
Type: article
Study design: Observational Study
Abstract: The purpose of this study was to examine the influence of advertising, personal selling, public relations, sales promotion and direct marketing variables on the purchasing decision of Telkomsel data package cards in the city of Padang. Collecting data through distributing questionnaires to 100 respondents using accidental sampling technique, which is chosen randomly or by chance using multiple linear regression testing with the help of the SPSS application. The results of the study show that advertising has a positive and significant effect on purchasing decisions, personal selling has a positive and significant effect on purchasing decisions, public reality has a positive and significant effect on purchasing decisions, sales promotion has a positive but not significant effect on purchasing decisions, direct marketing has a positive effect but not significant to the purchase decision.
Source: Jurnal Ekobistek
Authors: Saiful Anwar, Doni Marlius, Habib Hidayat
Institution: University of National Education
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4407629691