PENGARUH BAURAN PROMOSI (PROMOTION MIX) TERHADAP MINAT BACA ANGGOTA PERPUSTAKAAN UNIVERSITAS WIDYATAMA BANDUNG
DOI:
https://doi.org/10.30999/n-jils.v2i1.512Keywords:
Bauran Promosi, Minat Baca, Periklanan, Penjualan Personal, Promosi Penjualan,Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Bauran Promosi Terhadap Minat Baca Anggota Perpustakaan.Grand theory yang digunakan adalah Bauran Promosi dari Kotler and Amstrong. Hipotesis penelitian ini adalah terdapat pengaruh simultan bauran promosi, yang terdiri dari Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama. Penelitian dilakukan dengan menggunakan metode deskriptif dan Verifikatif. Penelitian ini mengkaji Pengaruh bauran promosi, yang terdiri dari Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama dengan menggunakan teknik regresi berganda. Data dikumpulkan menggunakan kuesioner dengan skala Likert. Pengolahan data menggunakan analisis regresi berganda dan data deskriptif analisis menggunakan teknik rata-rata.Hasil penelitian menunjukkan secara parsial variabel Periklanan, Penjualan Personal, Promosi Penjualan, Penjualan Langsung dan Publisitas berpengaruh secara signifikan terhadap Minat Baca Anggota Perpustakaan Universitas Widyatama. Secara simultan masing-masing sub variabel bauran promosi memiliki pengaruh yang signifikan Minat Baca Anggota Perpustakaan. Variabel yang paling dominan dalam Minat Baca Anggota Perpustakaan Universitas Widyatama yaitu Penjualan Personal.
ABSTRACT
This study aims to determine the Effect of Promotion Mix on Reading Interest of Members of the Library. Grand theory used is Promotion Mix from Kotler and Armstrong. The research hypothesis is that there is a simultaneous influence of the promotion mix, which consists of Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation towards Reading Interests of Widyatama University Library Members. The study was conducted using descriptive and verification methods. This study examined the effect of promotional mix, which consisted of Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation on Reading Interests of Widyatama University Library Members using multiple regression techniques. Data was collected using a questionnaire with a Likert scale. Processing data using multiple regression analysis and descriptive analysis data using the average technique. The results showed partially the variable Advertising, Personal Selling, Sales Promotion, Direct Marketing and Public Relation significantly influence the Reading Interest of Widyatama University Library Members. Simultaneously each promotional mix sub variable has a significant influence on Library Member Reading Interest. The most dominant variable in the Reading Interest of Widyatama University Library Members is Personal Selling.
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