Analisis Komparasi Personal Selling, Advertising Terhadap Keputusan Pembeli Produk Rokok Djarum Dan Rokok Gudang Garam Di Surabaya (Comparative Analysis of Personal Selling, Advertising on Buyer Decisions for Djarum Cigarettes and Gudang Garam Cigarettes in Surabaya)

Rusdiana, Novita (2021) Analisis Komparasi Personal Selling, Advertising Terhadap Keputusan Pembeli Produk Rokok Djarum Dan Rokok Gudang Garam Di Surabaya (Comparative Analysis of Personal Selling, Advertising on Buyer Decisions for Djarum Cigarettes and Gudang Garam Cigarettes in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine whether there are differences between personal selling and advertising variables on the purchasing decisions of Djarum and Gudang Garam cigarette products in Surabaya. This study uses quantitative methods with sampling aimed at consumers who have made a decision to purchase Djarum and Gudang Garam cigarettes, the number of samples is 100 respondents who are divided into two, 50 from Djarum respondents and 50 from Gudang Garam respondents, data collection using online questionnaires or google forms. And testing tools were carried out in the form of Validity Test and Reliability Test, as well as data analysis techniques with Homogeneity Test and Independent Sample t-Test. The results obtained from this study indicate that: 1. There is a significant difference in the personal selling variable on Djarum and Gudang Garam cigarettes with a significant personal selling result with a probability value (Sig-t) of 0.000 <0.05 which is accepted. 2. There is a significant difference in the advertising variable on Djarum and Gudang Garam cigarettes with a significant advertising result with a probability value (Sig-t) of 0.002 <0.05 which is accepted. 3. There is a significant difference between the Djarum and Gudang Garam cigarette purchase decision variables with a significant probability of purchasing decisions with a probability value (Sig-t) of 0.001 <0.05 which is accepted.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Cigarettes, Differences, Personal Selling, Advertising, Buying Decisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User: 1121700026 Novita Rusdiana
Date Deposited: 27 Jul 2022 03:38
Last Modified: 27 Jul 2022 03:38
URI: http://repository.untag-sby.ac.id/id/eprint/10425

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