Abstract:
This study aims to analyze the factors affecting the promotional mix consisting of advertising ( ), sales promotion ( ), and publicity ( ) on buying interest (Y). The approach used in this study is a quantitative approach, where researchers start with a hypothesis based on theories related, and then conducted data collection through questionnaires to the respondents. From these data were then tested thus creating results that can be used to predict, as well as get the meaning of the implications of a problem to be solved. The population in this study was student SMA Negeri 10 Pekanbaru many as 492 students of the school year 2010-2011 that most users are girls in puberty. Sampled in this study are high school students who know the Negeri 10 Pekanbaru Rexona Teens deodorant products SMA Negeri 10 Pekanbaru own chosen object because it has a number of student researchers who dominated the school and the students still in the puberty age 15-17 years (Source: Administration High School Students State 10 Pekanbaru).
From the analysis that has been done can be seen that there is a significant effect either simultaneously advertising ( ), variables sales promotion ( ), and publicity ( ) on buying interest (Y) and the contribution the influence of advertising variables ( ) sales promotion ( ) and publicity ( ) on buying interest (Y) of 0,428 or 42,8 percent. While the remaining 68.4 percent is determined by other factors examined in this study. Then only partially advertising variables ( ) that significantly influence interest in buying deodorant Rexona Teens on student SMA Negeri 10 Pekanbaru (Y), while sales promotion variables ( ) and variable publicity ( ) had no significant effect.
