THE EFFECT OF PROMOTIONAL TOOLS TOWARD PURCHASING DECISION (A CASE STUDY OF SELOKAMBANG NATURE TOURISM)

Abstract

The objective of this research is to identify whether word of mouth, social media and Tv advertising has effect on purchasing decision. This research analysis the effect of word of mouth, social media and Tv advertising: A case study of selokambang nature tourism. A survey conducted on 80 respondents who are visit selokambang nature tourism. Data analysis that used is multiple linier regressions with least squares equation and test hypothesis using t-statistics for testing with partial level 5%, it also tested by the classical assumption that includes normality test, multicollinearity test, hesteroscedacity test and aoutocorrelation test before using multiple linier regression. The result shows that all 3 variables word of mouth, social media, and Tv advertising has significant value toward Purchase Decision. Predictive ability of three variables to Purchase Decision in this study is 38.1% while the remaining 61.9% is affected by others factor which exclude in this research model.