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PENGARUH PERIKLANAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DI KFC SUKAWANGI BANDUNG

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ABSTRACT THE INFLUENCE OF ADVERTISING AND SALES PROMOTION TOWARDS BUYING DECISION AT KFC SUKAWANGI BANDUNG Written by: Christian Permata NIM: 1631001 The purpose of this research was to see if advertising and sales promotion has a partial or simultaneous influence towards buying decision at KFC Sukawangi Bandung. All consumers who have made purchases at KFC Sukawangi Bandung will be the population and the sample was determined about 50 people to be the respondent for this research. The data used are primary data in the form of a questionnaire. Analysis of the data used in this research are descriptive analysis, correlation coefficient analysis, T test, coefficient determination analysis, simple regression analysis, classic assumption test, F test, double coefficient determination analysis, double regression analysis. The results of this study indicate that advertising and sales promotion have a partial and significant influence on buying decision with the calculation gained tcount 2,323 > ttable 2,011 for advertising and tcount 7,959 > ttable 2,011 for sales promotion the it can be conclueded that H0 is rejected and Ha is accepted. Advertising and sales promotion simultaneously and significantly influence the buying decision with the significant value 0,000 < 0,05 the it can be concluded that H0 is rejected and Ha is accepted. Key Words: Advertising, Sales Promotion, Buying Decision