Pengaruh Promosi Terhadap Keputusan Pembelian Smartphone Merek Samsung Pada Mahasiswa di Ilmu Administrasi Niaga/Bisnis FISIP USU

Abstract

This study aims to determine the promotion of Samsung Smartphone at Business Administration FISIP USU, to determine the purchasing decision of Samsung Smartphone at Business Administration FISIP USU, and determine how much the promotion influences the purchasing decision of Samsung Smartphone at Business Administration FISIP USU. This research is an associative research with a quantitative approach using a statistical formula that is managed through the application program SPSS 19.0. This research’s population is all of Business Administration students from 2012’s grade, 2013’s grade and 2014’grade which totaled 469 peoples. By using Slovin sampling technique, this research obtained a sample oh 82 respondents. Data analysis techniques used in this research are simple linear regression analysis, a statistical test t, product moment correlation coefficient, and the coefficient determinant. The result indicate that the promotion of Samsung Smartphone at Business Administration FISIP USU is in a high category with the highest percentage of 40,2%. Purchasing decision of Samsung Smartphone at Business Administration FISIP USU is in a very high category a percentage of 43,3%. Based on the correlation of test result, it is obtained the coefficient of 0.835 between promotion variabels (x) with purchasing decision (y) through pearson correlation coefficient (r). While based on the coefficient of determination, it is obtained determination coefficient of 69,72% which indicates that the promotion variable affecting purchasing decision of Samsung Smartphone at Business Administration FISIP USU amounted 69,72%. Meanwhile, the rest 30,28% is influenced by other factors beyond the scope of this study.