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Authors: Evi Husniati Sya’idah ; Oki Bagus Satrio and Nanin Sugiarti

Affiliation: Kadiri University, Indonesia

ISBN: 978-989-758-343-8

Keyword(s): Promotion mix, investment decision.

Abstract: This study is aimed at knowing the implementation of 5 variables promotion mix (advertising, sales promotion, public relation, personal selling, direct marketing) in influencing investment decision made by sun life finance customers in Indonesia. This study uses qualitative method. Interview and observation are used as the technique of data collection. To test the validity of the data, the researcher uses triangulation method. The result of this study shows that 5 variables of promotion mix have already implemented by the agents of sun life finance in influencing investment decision made by sun life finance customers. The implementation of promotion mix has done by sun life finance agents, they are advertising through social media, sales promotion through give away present, public relation through talk show, direct selling through face to face meeting with customers, and direct selling through telephone and email. Thus, it can be inferred that the most effective of promotion mix imple mentation in influencing investment decision made by sun life finance customers is personal selling since it is easier for the agents to identify whether or not the customers are interested in the product. Moreover, the agents can directly ask what customers’ needs and advantages from the product. (More)

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Paper citation in several formats:
Sya’idah, E.; Satrio, O. and Sugiarti, N. (2018). Promotion Mix and Investment Decision.In Proceedings of the Annual Conference on Social Sciences and Humanities - Volume 1: ANCOSH, ISBN 978-989-758-343-8, pages 87-89. DOI: 10.5220/0007415800870089

@conference{ancosh18,
author={Evi Husniati Sya’idah. and Oki Bagus Satrio. and Nanin Sugiarti.},
title={Promotion Mix and Investment Decision},
booktitle={Proceedings of the Annual Conference on Social Sciences and Humanities - Volume 1: ANCOSH,},
year={2018},
pages={87-89},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007415800870089},
isbn={978-989-758-343-8},
}

TY - CONF

JO - Proceedings of the Annual Conference on Social Sciences and Humanities - Volume 1: ANCOSH,
TI - Promotion Mix and Investment Decision
SN - 978-989-758-343-8
AU - Sya’idah, E.
AU - Satrio, O.
AU - Sugiarti, N.
PY - 2018
SP - 87
EP - 89
DO - 10.5220/0007415800870089

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