Pengaruh public relation dan strategi periklanan terhadap keputusan pembelian produk samsung galaxy

Desi Novita Sari,Gusti Noorlitaria,Asnawati Asnawati

doi:10.29264/jmmn.v10i1.2089

Abstract

AbstractThis study aimed to find out : (1) influence of public relation to purchasing decision at Politeknik Negeri Samarinda students, (2) influence of advertising strategy to purchasing decision at Politeknik Negeri Samarinda students, (3) influence of public relation and advertising strategy to purchasing decision at Politeknik Negeri Samarinda Students. This research is a survey research. The population of this research is Politeknik Negeri Samarinda students using Samsung Galaxy mobile phone product. The sampling method used in this research is accidental sampling with 120 respondents. The collected questionnaire data has been tested using validity and reliability. The data analysis technique of this research is multiple linear regression.The results showed that : (1) the public relation positively effected purchasing decisions with a significance value of t-test is smaller than the specified level of significance (2) the advertising strategy positively effected purchasing decisions with significant value t-test is smaller than the specified level of significance (3) the public relation and advertising stategy together positively effected purchasing decisions with significant value f-test is smaller than the specified level of significance. Keywords : Public Relation, Advertising Strategy, Purchase Decision.

Highlights

Dampak dari hubungan masyarakat dan strategi iklan pada keputusan pembelian Abstract This study aimed to find out: (1) influence of public relation to purchasing decision at Politeknik Negeri Samarinda students, (2) influence of advertising strategy to purchasing decision at Politeknik Negeri Samarinda students, (3) influence of public relation and advertising strategy to purchasing decision at Politeknik Negeri Samarinda Students
The results showed that : (1) the public relation positively effected purchasing decisions with a significance value of t-test is smaller than the specified level of significance (2) the advertising strategy positively effected purchasing decisions with significant value t-test is smaller than the specified level of significance (3) the public relation and advertising stategy together positively effected purchasing decisions with significant value f-test is smaller than the specified level of significance
Teknik yang digunakan untuk mengukur reliabilitas dalam penelitian ini adalah Cronbach Alpha (a) denagan criteria suatu konstruk atau variabel dikatakan reliabel jika menghasilkan nilai Cronbach Alpha > 0,60 (Ghozali, 2011:48)

Summary

Introduction

Dampak dari hubungan masyarakat dan strategi iklan pada keputusan pembelian Abstract This study aimed to find out: (1) influence of public relation to purchasing decision at Politeknik Negeri Samarinda students, (2) influence of advertising strategy to purchasing decision at Politeknik Negeri Samarinda students, (3) influence of public relation and advertising strategy to purchasing decision at Politeknik Negeri Samarinda Students. Penelitian yang dilakukan oleh Kevin Ernes Andries dkk (2016) bahwa berdasarkan hasil uji hipotesis dan analisis regresi menunjukkan bahwa variabel public relation memiliki pengaruh yang signifikan terhadap keputusan pembelian dan pengaruhnya adalah positif. Berdasarkan penjelasan tersebut maka hipotesis yang diajukan adalah : H1 : Diduga public relation (X1) berpengaruh positif terhadap keputusan pembelian produk Samsung Galaxy (Y).

Objectives

Results

Conclusion