PENGARUH ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOBIL TOYOTA PADA PT ASTRA INTERNASIONAL AUTO 2000 BANDUNG
Abstract
Background: PT Astra International Auto2000 Bandung sell several kinds of Toyota car models such as the Toyota Avanza, Toyota Yaris, Toyota Fortuner, Toyota Corolla, Toyota Innova, Toyota Ethios Falco, dll.PT Astra International Auto2000 using various methods of promotion mix, such as advertising, personal selling, promotion sales, and public relations and direct marketing tool used by companies to communicate persuasively customer value and customer relationships.
Objective: To determine the effect on purchasing decisions Advertising Toyota product at PT Astra International Bandung.
Methods: The method used in this research is quantitative data that aims to determine the effect of advertising on purchase decision variables
Result: A total of 33.9% variable purchase decisions are influenced by advertising activities. While the remaining 66.1% variable purchase decisions are influenced by variables such as sales promotion mix personal, sales promotion, public relations and direct marketing.
Conclusion: Influence between advertising variable (X) and the purchase decision variable (Y) reached 33.9% (R Square), the percentage included in the low category. Companies can improve advertising to be more influential variables or increase its attention to the other promotional mix variables (personal selling, sales promotion, masyarakar relations, and direct marketing) are likely to have a higher influence than the advertising activities
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