PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ULANG KONSUMEN PADA TOKO SWALAYAN GOLDEN MARKET DI JEMBER

Abstract

This study aimed to determine the effect of the promotion mix variables that include variables advertising, sales promotion variables, and the sale of personal variables on consumer purchase decisions over the Golden Market supermarket in Jember. Respondents in this study are supermarkets consumers Golden Market in Jember period July to August 2012. This study used survey methods and data used in this study is primary data collected directly from the answers to questionnaires filled out by respondents. Analysis of the data used in this study is a logistic regression analysis using SPSS for windows. The results of this study it can be concluded that the proven sales promotion variables significantly influence consumer purchase decisions over the Golden Market supermarket in Jember. While advertising and sales prsonal variable does not affect consumer purchase decisions over the Golden Market supermarket in Jember.