摘要：Key words: advertising, sales promotion, publicity, personal sales, direct selling,consumers decisionABSTRACTToday, the Internet has become a daily necessity for many people from differentlevel social-economic level in Indonesia. This is because we can access and findinformation from all around the world through our finger tip, fast and easy. Learning fromthe phenomenon that the Internet becomes a reliable source of information, the user of thismedia is creasing from year to year. In Indonesia, the user of the Internet growssignificantly. There has been numbers of the Internet server offering high quality products.Hence, for the Internet server to lead the market, merely issuing high quality products isnot enough. They should promote their products. A successful promotion can be donethough a witty marketing mix consists of advertising, sales promotions, publicity, personalsales, and direct selling. The purpose of this research was to analyze the effect of variableadvertising, sales promotion, publicity, personal sales, and direct selling to consumersusing the Speedy decision.The research of this thesis utilized primary data from 100 respondents. The datawas collected using questionnaire that has been through validity and reliability test towardSpeedy users from various socio-economy levels. The sampling technique was proportionalrandom sampling and the data was analyzed using multiple linear regression analysis.The result of the research showed that the variables of promotion mix, whichconsists of advertising, sales promotions, publicity, personal sales, and direct selling,collectively give impact to consumers’ decision to use the promoted product. Whileindividually, only the variable of sales promotion showed a significant impact to theconsumers’ decision.
