PERAN PROGRAM DISKON, MEDIA IKLAN DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA FACTORY OUTLET ROWN DIVISION SURAKARTA

Abstract

Persaingan bisnis saat ini setiap perusahaan harus mampu merespon keadaan ekonomi dengan cepat dan tepat untuk persaingan bisnis yang bergerak sangat dengan dinamis dan penuh ketidakpastiaan akan persaingan pasar. Penelitian ini bertujuan untuk menentukan dan menjelaskan peran program diskon, media iklan dan word of mouth terhadap keputusan pembelian pada Factory Outlet Rown Division Surakarta. Sampel penelitian sampel accidental sampling sebanyak 100 konsumen dengan metode regresi linier berganda. Hasil penelitian program diskon, media iklan dan word of mouth secara simultan dan parsial berpengaruh signifikan terhadap keputusan pembelian pada Factory Outlet Rown Division Surakarta. Kontribusi dari ketiga variabel independen dapat menjelaskan keputusan pembelian sebesar 43,5% dan sisanya dipengaruhi dari variabel lain. Kata kunci: program diskon, media iklan, word of mouth, keputusan pembelian Abstrack Business competition today, every company must be able to respond to economic conditions quickly and precisely for business competition that moves very dynamically and is full of uncertainty about market competition. This study aims to determine and explain the role of discount programs, advertising media and word of mouth on purchasing decisions at Factory Outlet Rown Division Surakarta. The sample research sample is 100 consumers accidental sampling with multiple linear regression method. The results of research on discount programs, advertising media and word of mouth simultaneously and partially have a significant effect on purchasing decisions at the Factory Outlet Rown Division Surakarta. The contribution of the three independent variables can explain the purchase decision by 43,5% and the rest is influenced by other variables. Keywords: discount program, advertising media, word of mouth, purchasing decisions