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All Journal JURNAL MANAJEMEN AKUNTANSI (JUMSI)
Auvitta, Yosi
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Economics, Econometrics & Finance

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Pengaruh Periklanan Dan Personal Selling Terhadap Keputusan Pembelian Skincare Tabita Di Kota Langsa Auvitta, Yosi; Junaida, Erni; Indah, Dewi Rosa
Jurnal Manajemen Akuntansi (JUMSI) Vol 2, No 4: 2022
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/jumsi.v2i4.3830

Abstract

This study aims to examine the impact of advertising and personal selling on the purchasing decisions of Tabita Skincare in Langsa City. This survey uses a sample of 96 respondents. The analytical method used is multiple linear regression analysis, t-test, F-test, and coefficient of decision analysis. Total t-test proves that advertising factor has no significant impact on purchasing decisions for Tabitha Skin Care in Langsa City, and personal selling has a significant impact on purchasing decisions for Tabitha Skin Care in Langsa City. Total F test proves advertising and personal selling factors simultaneously significant effect on purchasing decisions for tabitha skin care in Langsa City. The results of the coefficient of determination test yielded a value of 0,744 or 74,4% of the advertising and personal selling variables influencing the purchasing decision of skin care, while the remaining 25,6% was influenced by other variables not examined in this study.
Co-Authors Dewi Rosa Indah, Dewi Rosa Junaida, Erni