Pengaruh bauran promosi terhadap niat membeli jasa di PT Fiber Networks Indonesia cabang Bandung
DOI:
https://doi.org/10.24002/senapas.v3i1.11592Keywords:
bauran promosi, niat membeli, periklanan, promosi penjualan, hubungan masyarakat, penjualan personal, pemasaran digitalAbstract
Penelitian ini mengeksplorasi bagaimana kombinasi elemen bauran promosi—meliputi periklanan, promosi penjualan, hubungan masyarakat, penjualan personal, dan pemasaran digital—mempengaruhi niat beli jasa PT. Fiber Networks Indonesia cabang Bandung. Dengan pendekatan kuantitatif, 109 responden diukur menggunakan kuesioner Likert dan dianalisis melalui uji validitas, reliabilitas, regresi linier sederhana, serta berganda. Hasil menunjukkan kelima elemen berpengaruh positif signifikan, dengan penjualan personal dan bauran promosi total sebagai faktor terkuat. Rekomendasi mencakup sinergi antar-elemen promosi, inovasi digital, dan peningkatan pengalaman pelanggan untuk memaksimalkan minat beli.
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