The Effect of Advertising and Sales Promotion Decisions for Purchases of Samsung Smartphone Products in the City of Lhokseumawe

T. Edyansyah, Nasir Azis, Rusydi Abubakar, Adnan Khairina

2019

Abstract

The purpose of this study was to determine the effect of advertising and sales promotion on purchasing decisions of Samsung Smartphone products in Lhokseumawe. The population in this study is consumer who buys Samsung Smartphone products. Data collection techniques used were questionnaires, field research and literature studies. Data analysis method used is multiple linear regressions. The author distributes questionnaires to 100 consumers who buy Samsung Smartphone products in Lhokseumawe. From the partial test results (t test), advertising variables (X1) significantly influence the purchase decision. For the variable sales promotion (X2) significantly influence the purchase decision. For simultaneous testing, the independent variables consisting of advertising (X1) and sales promotion (X2) significantly influence the purchase decision variable (Y) of Samsung smartphone products in Lhokseumawe.

Paper Citation

in Harvard Style

Edyansyah T., Azis N., Abubakar R. and Khairina A. (2019). The Effect of Advertising and Sales Promotion Decisions for Purchases of Samsung Smartphone Products in the City of Lhokseumawe. In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA, ISBN 978-989-758-582-1, pages 611-618. DOI: 10.5220/0010523900002900

in Bibtex Style

@conference{miicema19,
author={T. Edyansyah and Nasir Azis and Rusydi Abubakar and Adnan Khairina},
title={The Effect of Advertising and Sales Promotion Decisions for Purchases of Samsung Smartphone Products in the City of Lhokseumawe},
booktitle={Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA,},
year={2019},
pages={611-618},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010523900002900},
isbn={978-989-758-582-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA,
TI - The Effect of Advertising and Sales Promotion Decisions for Purchases of Samsung Smartphone Products in the City of Lhokseumawe
SN - 978-989-758-582-1
AU - Edyansyah T.
AU - Azis N.
AU - Abubakar R.
AU - Khairina A.
PY - 2019
SP - 611
EP - 618
DO - 10.5220/0010523900002900