Efek Bauran Promosi terhadap Keputusan Investasi
Keywords:
Keputusan Investasi, Promotion Mix, Adversting, Sales Promotion, Personal SellingAbstract
Penelitian ini bertujuan untuk menguji pengaruh efek bauran promosi terhadap keputusan investasi serta pengaruh advertising, sales promotion dan personal selling terhadap keputusan investasi. Advertising merupakan promosi menggunakan cara periklanan. Sedangkan sales promosi merupakan promosi dengan menekankan pada teknik penjualan seperti diskon, cashback dan sebagainya. Personal selling adalah promosi yang menggunakan skill tenaga penjual. Penelitian ini juga menggunakan Customer Perceived Value sebagai variable intervening yang merupakan penilaian konsumen tentang produk yang akan dibeli dengan membandingkannya dengan alternative produk lain yang sejenis. Populasi yang digunakan dalam penelitian ini adalah seluruh masyarakat Indonesia yang membeli saham di BEI. Sedangkan sampel sebanyak 100 orang responden. Penelitian ini menggunakan model persamaan struktural (SEM) sebagai teknik statistik inferensial. Hasil penelitian menyimpulkan bahwa, Advertising tidak berpengaruh terhadap Customer Perceived Value dan Advertising tidak berpengaruh signifikan terhadap Keputusan Pembelian. Sales Promotion tidak berpengaruh terhadap Customer Perceived Value dan Sales Promotion berpengaruh signifikan terhadap Keputusan Pembelian. Personal Selling berpengaruh signifikan terhadap Customer Perceived Value dan Personal Selling berpengaruh signifikan terhadap Keputusan Pembelian. Customer Perceived Value berpengaruh signifikan terhadap Keputusan Pembelian. Akhirnya, penelitian ini juga menyimpulkan bahwa customer perceived value berperan sebagai variabel intervening terhadap hubungan pengaruh personal selling terhadap keputusan investasi, sedangkan untuk advertising dan sales promotion tidak berperan sebagai variable intervening.
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