PENGARUH ADVERTISING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI RESTORAN

Abstract

The purpose of research is to determine the influence of advertising on purchasing decisions with Taman Sari restaurant. This research consists of 2 variables: purchasing decisions and advertising with indicator: print media, broadcast media, and media support. Types of causal research is associative. The population in this research totalled 724 people. The technique of sampling was probability sampling, purposive sampling by using. The number of samples amounted to 88 peoples. Data collection using the Likert scale is based on the now proven validity and reliability. Based on the results of the study showed that significantly influence the purchasing decisions of consumers advertising the results linear regression hypothesis test retrieved Fhitung 7,840 with sig. 0.006. So the variable variable affect the advertising purchase decisions. Furthermore with the R square of 0.084, meaning that the influence of the variable X against Y is a variable of 8.4%, while 91.6% were influenced by other factors. Keywords: advertising, making decision, restaurant