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PENGARUH PROMOSI IKLAN TERHADAP KEPUTUSAN PEMBELIAN PADA STORE TIGA PENDEKAR RANGKASBITUNG

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ABSTRACT THE EFFECT OF ADVERTISING PROMOTION ON BUYER’S DECISION IN TIGA PENDEKAR RANGKASBITUNG STORE Aranged by : Novilani Andrayani NIM: 1731006 The purpose of this study was to determine how thw influence of advertising promotion on buying decision at the Store Tiga Pendekar Rangkasbitung. The research method used in this research is descriptive method. The population determined in this study is the customer at the Tiga Pendekar Rangkasbitung Store. From the results of data processing, the correlation coefficient (t) 0,094 means that the relationship between advertising promotion and purchasing decisions is in the very low category. And the significant result of advertising promotions is 0.563>0.05, which means that advertising promotion has significant effect on purchasing decisions. Based on the test of the coefficient of determination (KD) = 0.009, it means that the advertising promotion variable has an effect on purchasing decisions 0.9%, while for the remaining 99,1% is influenced other factors, beyond this research. The result of simple regression analysis show that Y=35.970 + 0.076X means that if there is no advertising promotion, the purchase decision already exists at 35.970 and if the advertising campaign increases by 1 unit, the purchase decision will increase by 0.076 units. In other words, advertising promotion has a positive effect on purchasing decisions. Keywords: advertising promotion, buyer’s decision