ANALISIS BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ANYAMAN ROTAN (ANJAT) PADA KELOMPOK PENGRAJIN ANJAT DI KAMPUNG PEPAS EHENG KUTAI BARAT

Abstract

Joseven Saputra, The Effect of Promotional Mix on the Purchase Decision of Rattan Wicker Products (Anjat) in the Anjat Craftsmen Group in Pepas Eheng Village, West Kutai. Under the guidance of Mr. LCA Robin Jonathan as the first supervisor I and Mrs. Nurfitriani as the second supervisor II.

Based on the research results, advertising has a positive and insignificant effect on purchasing decisions (tcount value (-1.122) < ttable (1.98525) at α = 0.05 and a significance value of 0.265 > α = 0.05). Based on the research results, personal selling has a positive and significant effect on purchasing decisions (tcount value (4.686) > ttable (1.98525) at α = 0.05 and a significance value of 0.000 <α = 0.05). Based on the results of public relations research, it has a positive and significant effect on purchasing decisions (tcount value (4.143) > ttable (1.98525) at α = 0.05 and a significance value of 0.000 <α = 0.05). Based on the results of direct marketing research, it has a positive and significant effect on purchasing decisions (tcount value (2.623) > ttable (1.98525) at α = 0.05 and a significance value of 0.010 <α = 0.05). advertising, personal selling, public relations, and direct marketing have a simultaneous effect on purchasing decisions of Rattan Wicker Products (Anjat) in the Anjat Craftsmen Group in Pepas Eheng Village, West Kutai (Significance value 0.000 <α = 0.05 and Fcount (43.387) > Ftable (2.47 at α = 0.05).