ANALYSE THE INFLUENCE OF MARKETING STIMULUS TO BUYING DECISION OF SHARP TV AT PT. SHARP ELECTRONICS INDONESIA PEKANBARU BRANCH

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.