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All Journal Jurnal Kajian Ilmu Manajamen
Intan Yullia Ningsih
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura
Economics, Econometrics & Finance

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Bauran Promosi Pada Dealer Yamaha Tretan Motor Dengan Pendekatan Mixed Methods Intan Yullia Ningsih; Mohammad Arief
Jurnal Kajian Ilmu Manajemen (JKIM) Vol 1, No 1 (2021): Maret
Publisher : Management Department of Economics and Business Of Trunojoyo Madura University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (908.061 KB) | DOI: 10.21107/jkim.v1i1.10591

Abstract

This study aims to determine whether the promotional mix consisting of advertising, personal selling, sales promotion, public relations and direct marketing affects purchasing decisions. The research method used in this research is mixed methods, which is a combination of quantitative and qualitative methods. The data collection strategy used sequential explanatory, namely research with two stages. Data analysis used quantitative and qualitative approaches. The results show that in quantitative research all each variable consisting of advertising, personal selling, sales promotion, public relations and direct marketing has a significant effect on purchasing decision variables and this quantitative research is supported by a qualitative approach, namely in the form of a promotional mix applied to dealers. Yamaha Tretan Motor.
Co-Authors Mohammad Arief