The Influence of Public Relations on Consumer Purchasing Decisions: Study on CV. Ranjang 69 Garut

Hari Mulia

Abstract


This research is motivated by consumer purchasing decisions on CV. Ranjang 69 Garut which has decreased in the past few years based on sales data from the marketing department and found several problems that occur in the field. This can be caused by several things, namely the desire of different consumers in choosing the ramen noodle shop, consumer tastes that are constantly changing along with the increasing number of similar products, unpleasant experiences of consumers who have consumed them, store locations that are less visible to consumers, consumers are less sure to buy the product, the influence of information from consumers who have bought is negative, consumers feel less satisfied with the product so they do not make repeat purchases. Based on the analysis, the results obtained that the research instrument used in this study was declared valid because it has a value of> 0.30 and is reliable because the research instruments from public relations have a value of > 0.553 and the research instruments from consumer purchasing decisions have a value > 0.444. From the results of the correlation coefficient test obtained information that public relations has a moderate influence on consumer purchasing decisions with a correlation value of 0.542 and the magnitude of the test coefficient of determination to determine the contribution of public relations to consumer purchasing decisions by 26.5% and the remaining 73.5%.Respondents about public relations on CV. Beds 69 Garut is included in the agreed category, as well as the responses of respondents about consumer purchasing decisions on CV. Ranjang 69 Garut is included in the agreed category as well.


Keywords


Public Relations; Purchasing Decisions

Full Text:

PDF

References


Alma, Buchari. (2009). Management of Marketing and Marketing Services. Bandung: Alfabeta.

Alma, Buchari. (2016). Management of Marketing and Marketing Services. Bandung: Alfabeta.

Ardana, I Komang. (2012). Human Resource Management. Jakarta: Salemba Empat.

Arikunto, Suharsimi. (2010). Research Procedure A Practice Approach. Jakarta: Rineka Cipta.

Budiasih, Yanti. (2013). Descriptive Statistics for Economics and Business. Tangerang: Explore Nusa.

Darmawan, Deni. 2016. Quantitative Research Methods. Bandung: PT Remaja Rosdakarya.

Hasan, Iqbal. 2002. Main Material of Research Methodology and its Application, First Edition. Jakarta: Index.

. 2009. Statistical Research Data Analysis. Jakarta: Bumi Aksara.

Hasan, Iqbal. (2009). Statistical Research Data Analysis. Jakarta: Bumi Aksara.

Indrawan, Rully and Poppy Yaniawati. (2014). Research Methodology. Bandung: Refika Aditama

Jefkins, Frank. (2003). Public Relations. Jakarta: Erlangga.

Kotler, Philip and Gary Armstrong. (2004). Basics of Marketing, Ninth Edition Volume 2. Jakarta: PT Index.

Kotler, Philip and Gary Armstrong.(2008). Principles of Marketing, Issue 13 Volume 1. Jakarta: Erlangga.

Kotler, Philip and Gary Armstrong. (2009). Principles of Marketing, Volume 12 Edition 2. Jakarta: Erlangga.

Kotler, Philip and Gary Armstrong. (2012). Principles of Marketing, Issue 13. Jakarta: PT Index.

Kotler, Philip and Kevin Lane Keller. 2009. Marketing Management, Issue 13 Volume 2. Jakarta: Erlangga.

Kuncoro, Mudrajad. (2013). Research Methods for Business & Economics. Jakarta: Erlangga.

Sales Report for 2015–2017. Garut: CV. Bed 69.

Lemeshow, Stanley. (1997). Large Samples in Health Research. Yogyakarta: Gadjah Mada University Press.

Lestari, Suci Apriani. (2013). Effects of Public Relation and Sales Promotion on Purchase Decisions. Garut: STIE Yasa Anggana.

Mangkunegara, Anwar Prabu. (2012). Consumer Behavior. Bandung: PT Refika Aditama.

Morissan. 2008. Public Relations Management, Strategy to Become Professional Public Relations. Jakarta: Kencana Prenada Media Group.

Phillipson, Ian. (2008). Public Relations. Jogjakarta: Image Press.

Riduwan. (2008). Basics of Statistics. Bandung: Alfabeta.

Ruslan, Rosady. (2000). Tips and Strategies, Public Relations Campaign. Jakarta: Rajagrafindo.

Persada. Ruslan, Rosady. (2005). Public Relation Management & Media Communication: Concepts and Applications. Jakarta: Rajagrafindo Persada.

Rosady (2008). Tips and Strategies, Public Relations Campaign. Jakarta: Rajagrafindo Persada.

Rosady. (2010). Public Relation Management & Communication Media: Concepts and Applications. Jakarta: Rajagrafindo Persada.

Rustan, Surianto. (2009). Designing a Logo. Jakarta: PT. Gramedia.

Saladin, Djaslim. (2003). Digest of Marketing and the Elements of Marketing, Third Printing. Bandung: Linda Karya.

Schiffman, Leon and Leslie Lazar Kanuk. (2008). Seventh Edition Consumer Behavior. Jakarta: PT Index.

Setiyaningrum, Ari. et al. (2015). Principles of Marketing. Yogyakarta: Andi offset.

Sugiyono. (2008). Statistics for Research. Bandung: Alfabeta.

Sugiyono. (2010). Business Research Methods. Bandung: Alfabeta.

Sugiyono. (2014). Administrative Research Methods. Bandung: Alfabeta.

Sugiyono. (2016). Administration Research Methods. Bandung: Alfabeta.

Sunyoto, Danang. (2015). Consumer and Marketing Behavior. Yogyakarta: CAPS.

Suryani, Tatik. (2008). Consumer Behavior, Implications for Marketing Strategy. Yogyakarta: Graha Ilmu.

Swastha, Basu. (2007). Marketing principles. Yogyakarta: Liberty Offset.

Swastha, Basu and T. Hani Handoko. (2014). Marketing Management (Consumer Behavior Analysis, First Edition). Yogyakarta: BPFE.

Tjiptono, Fandy and Anastasia Diana. (2016). Marketing Essentials and Applications. Yogyakarta: CV Andi Offset.

Tjiptono, Fandy and Gregorius Chandra. (2012). Strategic Marketing 2. Edition of Yogyakarta: Andi Offset.

Umar, Hussein. (2007). Research Methods for Thesis and Business Thesis. Jakarta: PT. Raja Grafindo Persada.

Yulianti, Lina. (2012). Effect of Services and Facilities on Consumer Purchasing Decisions. Solute: STIE Yasa Anggana.

http://www.gurupendidikan.co.id/pengertian-public-relation-fungsi-dan-tujuan/29-11-2017/19.15wib.

http://www.statistikian.com/2012/08/menghitung-besar-sampel-peneliti.html/amp/29-11-2017/20.00wib.

https://angganurrahmanrockets.wordpress.com/2013/11/17/purchase-and-faktor-faktor- decisions that affect 04-01-2018/11.35wib.




DOI: https://doi.org/10.29103/ijevs.v1i3.1593

Article Metrics

#### view : 69 times
PDF 4 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Hari Mulia


International Journal for Educational and Vocational Studies (IJEVS)

E-ISSN : 2684-6950