Pengaruh Public Relation, Sales Promotion, dan Corporate Social Responsibility (CSR) Terhadap Keputusan Pembelian dengan Reputasi Sebagai Variabel Mediasi Pada PT Semen Padang

Abstract

This study aims to determine the influence of public relations, sales promotion, and corporate social responsibility (CSR) on purchasing decisions with reputation as a mediating variable at PT Semen Padang. The population in this study were 100 building store customers in Padang City with a total sample using Raosoft so that the sample was 100 people. Data was obtained by distributing questionnaires then processed and tested using SmartPls 4.0. From the research conducted, it is known that based on the results of hypothesis testing, 1). Public Relations has a positive and significant effect on purchasing decisions, 2). Sales Promotion has a positive and insignificant effect on purchasing decisions, 3). CSR has a positive and insignificant effect on purchasing decisions, 4). Public Relations has a positive and significant effect on reputation, 5). Sales Promotion has a positive and insignificant effect on reputation, 6). CSR has a positive and significant effect on reputation, 7). Reputation has a positive and significant effect on purchasing decisions, 8). Reputation significantly mediates the influence of public relations on purchasing decisions, 9). Sales Promotion has a positive and significant effect on purchasing decisions through reputation, 10). Reputation significantly mediates the influence of CSR on purchasing decisions. Reputation is influenced by public relations, sales promotion, and CSR variables by 74.7% while the remaining 25.3% is influenced by other variables not in this study. Furthermore, the Purchasing Decision variable is influenced by Reputation and CSR by 50.4% while the remaining 49.6% is influenced by other variables not in this study. And the most influential variable is CSR on reputation by 62.4%.