Pengaruh Advertising, Promotion dan Public Relations terhadap Keputusan Pembelian Fore Coffee di Sun Plaza Medan

Anabella Monica Agustine Simanjuntak; Elisabeth Nainggolan; Lisa Elianti Nasution

doi:10.29407/jse.v9i2.1575

Authors

Anabella Monica Agustine Simanjuntak Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Elisabeth Nainggolan Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Lisa Elianti Nasution Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

DOI:

https://doi.org/10.29407/jse.v9i2.1575

Keywords:

Advertising, Promotion, Public Relations, Purchasing Decision

Abstract

This study aims to analyze the influence of advertising, promotion, and public relations on consumer purchasing decisions at Fore Coffee in Sun Plaza Medan. This study employs a quantitative approach using a descriptive method. Data were collected through the distribution of questionnaires to 200 consumers who had previously purchased Fore Coffee products at Sun Plaza Medan, using a Likert scale. The sampling technique utilized non-probability sampling with the accidental sampling method. The data analysis technique used was multiple linear regression analysis with the assistance of the SPSS program. The results of the study indicate that advertising, promotion, and public relations each have a significant partial influence on consumer purchasing decisions. Simultaneously, these three variables also have a significant influence on purchasing decisions. The coefficient of determination indicates that advertising, promotion, and public relations account for the majority of the variation in purchasing decisions, while the remainder is influenced by other factors outside the research model. These findings suggest that marketing communication strategies play a crucial role in influencing consumer behavior and purchasing decisions.

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