Management

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    PROMOTIONAL MIIX EFFECT ON PUCHASE DECISIOS HONDA MOTORCYCLE BRAND IN PT. CAPELLA DINAMIK NUSANTARA BRANCHES PEKANBARU
    (2013-02-23) Ferawaty, Pesta Rotua
    PT. Capella Dinamik Nusantara branch Pekanbaru is a trading company which is engaged in sector marketing Honda motorcycle brand street address Soekarno Hatta Pekanbaru no.88, this employed branch of PT Capella Dinamik Nusantara Medan. The purpose of this tudy to determine the effect on the promotion mix on purchase decision Honda motorcycle brand in PT. Capella Dinamk Nusantara Pekanbaru branch. Population of 395 and a sample taken by 0 respondents using purposive sampling method. Statistical methods of data analysis with the help of SPSS for Windows version 17,00. Regression results obtained coefficient correlation values (r) close to 1 (one) is equal to 0,799 which indicate a strong relationship between the promotion mix ( personal selling, advertising, sales promotion, publicity and direct marketing )on purchase decisions. While the alue of the coefficient of determination indicates that the promotion mix (personal selling, advertising, sales promotion, publicity and direct marketing) influance on purchasing decisios of 0,639 (63,9%). F-test showed that the simultaneous/simultaneous promotion mix (personal selling, advertising, sales promotion, publicity and direct marketing) provide a significant the effect purchasing decisions Honda motorcycle brand in PT. Capella Dinamik Nusantara branches Pekanbaru. While partially/individual factors of personal selling, advertising, sales promotion and direct marketing (x1,x2,x3, and x5) have a significant influence on purchase decision, whereas for publication variables (x4) in ths study did not have a significant influance on the decision buying Honda motorcycle brand in PT. Dinamik Nusantara branches Pekanbaru. The auther suggests in the face of increasingly fierce competition of advised the company to tuther enhance the mix is mainly promoted by a factor of advertising, sales promotion, personal selling, and direct marketing