Open AccessBauran Promosi Pada Dealer Yamaha Tretan Motor Dengan Pendekatan Mixed Methods
Author(s) -
Intan Yullia Ningsih,
Mohammad Arief
Publication year - 2021
Publication title -
jurnal kajian ilmu manajemen
Language(s) - English
Resource type - Journals
eISSN - 2797-0167
pISSN - 2775-3093
DOI - 10.21107/jkim.v1i1.10591
Subject(s) - purchasing , sales promotion , personal selling , marketing , promotion (chess) , marketing mix , business , advertising , direct marketing , quantitative research , qualitative property , qualitative research , data collection , sales management , computer science , sociology , social science , machine learning , politics , political science , anthropology , law
This study aims to determine whether the promotional mix consisting of advertising, personal selling, sales promotion, public relations and direct marketing affects purchasing decisions. The research method used in this research is mixed methods, which is a combination of quantitative and qualitative methods. The data collection strategy used sequential explanatory, namely research with two stages. Data analysis used quantitative and qualitative approaches. The results show that in quantitative research all each variable consisting of advertising, personal selling, sales promotion, public relations and direct marketing has a significant effect on purchasing decision variables and this quantitative research is supported by a qualitative approach, namely in the form of a promotional mix applied to dealers. Yamaha Tretan Motor.