The Influence of Promotion Mix on Consumer Buying Decision: A Case Study of Bestari Brands-Dodol Garut Producer

DOI

10.2991/aebmr.k.200131.007How to use a DOI?

Keywords

Promotion Mix, Consumer Buying Decision, Public Relation

Abstract

In coping a tight competition, many companies apply promotion mix as the chosen marketing strategy in order to be able to control the market share and to compete with other companies with similar products. The aim of the study was to evaluate the influence of promotion mix on consumer buying decision. For conducting research, descriptive associative research technique was designed and sample that used was 30 people. Furthermore, hypothesis testing uses multiple linear regression analysis. The results showed that promotion mix have a positive effect on consumer buying decision on Dodol Garut of Bestari Brands. Then, Public Relation is the highest variable on Promotion Mix. While, Post-Buying Behavior is the best variable on consumer buying decision.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - I.T.P Sari
AU  - T. Hermina
AU  - W. Susilawati
PY  - 2020
DA  - 2020/02/07
TI  - The Influence of Promotion Mix on Consumer Buying Decision: A Case Study of Bestari Brands-Dodol Garut Producer
BT  - Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)
PB  - Atlantis Press
SP  - 28
EP  - 32
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200131.007
DO  - 10.2991/aebmr.k.200131.007
ID  - Sari2020
ER  -