Abstract:
This Research was conducted in PT. Sharp Electronics of Indonesia
Pekanbaru Branch located at Jl. Warehousing Complex Avian Arengka II Blok G
No.2 Pekanbaru. The purpose of this study was to measure the influence of
marketing stimulus, namely product, price, promotion and distribution channels
for TV Sharp brand purchase decisions and to determine the dominant variable
influencing purchasing decisions Sharp brand Television on PT.Sharp Electronics
Indonesia Pekanbaru Branch. The population in this research are the retail stores
of electronic product in Pekanbaru, which amount sixteen stores. This research
was conducted by using census method, while the analysis of data using multiple
linear regression with SPSS program version 17.
The result of this research show that product, price, channel of
distribution and promotion have significant influence (80.3 percent) to buying
decision. Partially test (t-test) show that product has the highest influence
significantly.
Recommendations to authors propose is a variant of the company should
be able to develop producst, give discounts (discounts directly) to the retailer in
Pekanbaru, and the company can also do exhibitions in stores or malls in
Pekanbaru with the installation of banner and distributing flyers Sharp brand that
can be recognized by consumers directly. In addition the company also must pay
attention to the distribution of goods to help run down quickly and shipping stores
to stores that are outside the city so that the store was happy and benefited by
selling the Sharp brand product to consumers.
