PENGARUH IKLAN KATALOG TERHADAP KEPUTUSAN PEMBELIAN DI INDOMARET SINDANGSARI TANJUNG BINTANG

Abstrak

This study belongs to a quantitative research which aims to d the effect of catalog advertisement towards buying decision on Indomaret in Sindangsari Tanjung Bintang. The problem of this study is how the catalog advertisement can influence purchasing decisions made by consumers.The subject in this study is consumers at Indomaret Sindangsari Tanjung Bintang that consisting of 39 men and 69 women. The instrument used in this research is a questionnaire that sourcedfrom variable operational development. The research instrument amounted to 100 items with a determination coefficient of 0,573. Thus, it can be conclude that catalog advertisement has a significant effect on purchasing decisions.This study produced the regression equation that positively valued at Y = 2,242 + 0,766X. R square shows a number 0,573 it means advertisement catalog affect the purchasing decision as much as 57.3 % and the rest are influenced by other factors. The results of the T test show a calculated value of 11.466 greater than 0, 196 which means that Ho is rejected and Ha is accepted. This states that catalog advertisement variables influence the purchasing decisions.