THE CORRELATION BETWEEN SALES PROMOTIONAL MIX AND CUSTOMER PURCHASING DECISION (A CASE OF KARTU HALO PRODUCT IN BALI NUSRA AREA - BANGLI REGION)

Abstract

The aim of this research is to find out the correlation of Kartu Halo sales promotional mix advertising ( newspaper, magazines. billboard, and radio advertising), sales promotion (price pack deal and merchandise giving) sponsorship (event sponsorship and religion sponsorship) simultaneously towards customer purchasing decision among Kartu Halo subscribers in Bangli Bali, as well as to see how big the correlation of each independent variable towards dependent variable. A study location located in Bangli-Bangli with total 166 respondent which is Kartu Halo subscribers and recruited using systematic random sampling technique while the result of hierarchical multiple regression in F – test found that advertising, sales promotion and sponsorship has correlation in customer purchasing decision with the result is F = 26.927 and sig is 0.000 means there was significant correlation between all independent variables towards dependent variable. In t – test found that there was positive correlation between advertising towards customer purchasing decision with t value result is 2.906 and t sig is 0.004. There was positive correlation between sales promotion towards customer purchasing decision with t value result is 5.826, t sig is 0.00 and there was negative correlation between sponsorship and customer purchasing decision with t result is -1.182, t sig is 0.239. In r square found that the number of advertising coefficient correlation is 0.189 means 18.9 % variability the dependent variable customer purchasing decision can be explained by the variability in advertising. The number of sales promotion coefficient correlation is 0.397 means 39.7 % variability the dependent variable customer purchasing decision can be explained by the variability in sales promotion. The sponsorship has no number of coefficient correlations because in t test shows that sponsorship has negative correlation in customer purchasing decision. The findings of this research concluded that Advertising ( newspaper, magazines, billboard, radio advertising) and Sales Promotion ( price pack deal, merchandise giving) has positive correlation in customer purchasing decision of Kartu Halo product in Bangli region while in the contrary sponsorship (religion sponsorship and event sponsorship) has negative correlation in customer purchasing decision of Kartu Halo product in Bangli region.