Pengaruh Bauran Promosi Terhadap Keputusan Pembelian Mobil Merek Toyota Avanza Pada Pt. Hadji Kalla Cabang Gowa

Abstract

This study aims to evaluate the relationship between the promotion mix and the decision to purchase a Toyota Avanza brand car at PT Hadji Kalla Gowa Branch. This research is quantitative research using multiple linear regression analysis to identify the independent and combined effects of the promotion mix on purchasing decisions. The results of this study indicate that advertising partially has no effect on purchasing decisions, personal selling partially has a significant influence on purchasing decisions, event sponsorship partially has no effect on purchasing decisions, public relations partially has no effect on purchasing decisions, and simultaneously advertising, personal selling, event sponsorship, and public relations have a significant influence on purchasing decisions. This research emphasizes the importance of in-depth analysis of the factors that influence consumer disapproval of Toyota Avanza marketing.