Effect of advertising and promotion on the decision of buyer's clothes in the Palembang sunset extension

M. Dwi Yan Putra; Zakaria Wahab; Marlina Widiyanti; Muchsin Saggaff Shihab

doi:10.31295/ijbem.v4n1.575

Authors

M. Dwi Yan Putra
mdwiyanputra@gmail.com
Master of Management, Sriwijaya University, Indonesia
Zakaria Wahab Lecturer of Magister management Economic Faculty, Sriwijaya University, Palembang Indonesia
Marlina Widiyanti Lecturer of Magister management Economic Faculty, Sriwijaya University, Palembang Indonesia
Muchsin Saggaff Shihab Lecturer University Bakrie, Jakarta, Indonesia

Keywords:

advertising, clothing product, purchasing, sales promotion, supervisory decision

Abstract

This study's main objective was to determine the influence of advertising and sales promotion on purchasing decisions for clothing products at Matahari Palembang Square Extension. The sample of this study was 100 respondents who came from consumers of Matahari Palembang Square Extension. In this analysis, the sampling technique employed non-probability sampling in the form of incident sampling. Multiple regression is the analysis methodology used. Simultaneous effects of the study indicate that advertising and sales promotion variables have a significant effect on customer satisfaction. Partially post-exercise variables do not significantly affect purchasing decisions for clothing products at Matahari Palembang Square Extension.

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