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PENGARUH PROMOTION MIX TERHADAP KEPUTUSAN PENGGUNAAN APLIKASI BIMBEL ONLINE RUANGGURU PADA SISWA-SISWI SEKOLAH MENENGAH ATAS DI KOTA PALEMBANG

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This research aims to analyze the influence of promotional mix consisting of advertising, sales promotion, public relations, and direct & digital marketing on the decisions to use Ruangguru app on senior high school students in Palembang. This research is included in the category of research on the explaination of the relationship between variables with a quantitative approaches. Sampling in this study used the Non-Probability Sampling technique with the Snowball Sampling method with data obtained as many as 100 respondents, where previously the validity tests, reliability tests, multiple linear regression analysis and the coefficients of determination were tested, then tested the significance through simultaneous tests, partial tests, and dominant tests by using SPSS 26 program statistics. The results of this study indicate that the variables of promotional mix has a simultaneously significant effect on the decision to use Ruangguru app by 69,7% and partiality the variables of sales promotion, public relations, and direct & digital marketing have a positive and significant effect on the decision to use Ruangguru app with public relations as variables that has a dominant influence on the decisions to use Ruangguru app.

Availability
Inventory Code Barcode Call Number Location Status
2107001390T57869T578692021Central Library (REFERENCES)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T578692021
Publisher
Inderalaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xiii, 120 hlm.; tab.; 28 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.820 7
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Ekonomi Manajemen.
Bauran Promosi Pemasaran
Specific Detail Info
-
Statement of Responsibility
Other version/related

No other version available

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