THE INFLUENCE OF MIX ON CONSUMER PURCHASE DECISION OF

: One of Telkom's digital products that recorded positive growth is Indihome, a provider of fixed broadband services for the community. Promotion also have a positive impact on the company so that everyone who is interested with Indihome product. The promotional activity is usually used by the company is promotion mix. The use of this promotional mix is one of the strategies to build communication carried out by companies with the aim of increasing value and building relationships with consumers. Promotion mix consists of advertising, public relation, personal selling, sales promotion, and direct selling. The purpose of this study is to know the influence of promotional mix on consumer purchase decision of Indihome product at PT. Telkom Tondano Region. This research used multiple linear regression analysis with total sample 105 customer of Indihome product in Tondano. The result shows that advertising and public relation are not significantly influence the purchase decision. Meanwhile, personal selling, sales promotion, and direct selling are significantly influence consumer purchase decision. The company should keep maintaining their good direct marketing in every aspect (online marketing and telemarketing) to make a prospective customers are more interested in making purchases. It also suggested to keep and improving their sales promotion activity to gain more customer. Providing experts to introduce products and the motivation of the customers is very important. The customer don’t care about the advertising that the company created so it’s better for company to should not emphasize on it. The company also should improving how they conveying the message to the customer to gain understanding and recognition of the customer of Indihome. The result shows that personal selling has a significant influence on consumer purchase on Indihome product at Telkom Tondano Region. The element of personal selling of this research is sales appearance and sales expertise. According to customer of Indihome Tondano Region, the salesperson of Indihome has a neat appearance and polite and friendly behavior. The salesperson also mastered the knowledge of Indihome products are offered so that it makes the customer easy to understand about the product. Based on the result, Indihome should keep giving the salesperson’s training in presented and demonstrated about the Indihome product. As the customer like the appearance of the salesperson of Indihome, the company should keep their good appearance of the salesperson. This research supported a previous research by Kurnia and Rifani (2020) and Situmeang et al. (2020).


Research Background
PT Telkom Indonesia (Persero) Tbk (Telkom) is a State-Owned Enterprise or BUMN which is sector in information and communication technology (ICT) services and telecommunications networks in Indonesia. PT Telkom Indonesia (Persero) Tbk (Telkom) recorded a double-digit growth in net profit in performance throughout the first half of 2021. As of June 2021, the company's consolidated net profit reached Rp12.5 trillion or grew 13.3% YoY (Year of Year). The double-digit profit growth was achieved because Telkom succeeded in optimizing the performance of the company's various digital products and services. One of Telkom's digital products that recorded positive growth is Indihome, a provider of fixed broadband services for the community (Telkom, 2021). In the Consumer segment, IndiHome's revenue grew 21.9% YoY to Rp19.6 trillion. This was driven by the addition of 450.000 new customers so that the total IndiHome customers at the end of September 2021 reached 8.47 million or grew 9.2% YoY (BUMN, 2021).
Indihome's revenue growth cannot be separated from the marketing activities carried out by PT Telkom. Promotion also have a positive impact on the company so that everyone who is interested with Indihome product will see what promotions the company will offer to make their decision. Purchasing decisions are actions of consumers whether they want to buy product or not (Kotler, 2002). There are several factors that are taken into consideration in determining purchasing decisions, promotion is one of them. Promotion is an activity which is done by the company to complete the marketing strategy by providing information to the consumers about the uses and characteristics of products offered. Like other company, they also have a promotional mix strategies to attract a potential customer and retain the customer. In conditions like today, promotion is a driving force to continue to increase sales so that company goals can be achieved. The promotional activity is usually used by the company is promotion mix. Therefore, PT. Telkom Indonesia in Tondano must strive to implement the right way of promotion so it will influence the costumer's decision to buy the product offered by the company.

Research Objective
The research objectives used are as follows: 1. To identify the influence of advertising, public relation, personal selling, sales promotion, and direct selling on consumer purchase decision of Indihome product, simultaneously. 2. To identify the influence of advertising on consumer purchase decision of Indihome product, partially. 3. To identify the influence of public relation on consumer purchase decision of Indihome product, partially. 4. To identify the influence of personal selling on consumer purchase decision of Indihome product, partially. 5. To identify the influence of sales promotion on consumer purchase decision of Indihome product, partially. 6. To identify the influence of direct selling on consumer purchase decision of Indihome product, partially.

Marketing
According to the American Marketing Association (AMA), Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others. (Kotler and Armstrong, 2012). Kotler and Keller (2005) also defines marketing as the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential.

Consumer Purchase Decision
The purchase decision process is the solution of problems in order to meet the desires or needs of consumers. In choosing a product, customers will have to consider several factors such as price, product quality, brand, and so on. With a brand, it will be easier for the public to remember a product that will differentiate it from other similar products. Brands in shifting need to be perceived as high-quality products so that consumers can understand a product only through function, image, and quality. In general, consumers face difficulties in assessing and understanding the quality of a product rationally and in the true sense (Mani, 2018).

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Jurnal EMBA Vol. 10 No. 2 April 2022, Hal. 748-758231 Integrated Marketing Communication Kotler (2002), marketing communications in an effort to convey the message to the public, especially the target consumers, regarding the existence of a product in the market. The concept is often used to convey the message known as the promotional mix. Marketing communication mix or promotional mix is a concept in which there is a marketing communication techniques or other forms of business communication in marketing a product.

Promotional Mix
According to Kotler and Armstrong (2012), promotion mix-also called its marketing communication mixconsists of specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationship.

Research Approach
This research type is causal which uses quantitative type of research. Sekaran and Bougie (2010) stated that the qualitative design uses inductive reasoning and sets for in depth-understanding of human behavior and the cause of that behavior. Quantitative research seeks conclusive evidence based on large, representative samples and typically involving some form of statistical analysis (Malhotra, 2010). This research used multiple linear regression analysis method. The analysis tool on this research is SPPS Tool.

Population, Sample Size, and Sampling Technique
The population in this is 142 customer of Indihome Tondano Region, period of November -December 2021. This research used Slovin's formula with standard error 5% or 0.05. This formula used to determine the number of sample from population. Based on that calculation it concluded that the total sample of this research is 105 customer of Indihome product in Tondano. The sampling design is purposive sampling because the research did not choose the respondents randomly but the respondent should be the customer of Indihome product in Tondano.

Data Collection Method
This primary data generated by distributing the questionnaire with the relevant person in charge that become the point of interest for the research. In order to generate more accurate data. In this research the questionnaire distributed to customer of Indihome product in Tondano. Secondary data is data collected for some purpose other than the problem at hand. The secondary data is taken from books, journals, and relevant literature from library and internet. The advertisement from Indihome which influences the consumer's motive to buy a particular product and change or make the perception of the product in the mind of the consumers.

 Consumer Awareness  Consumer Perception
Public Relation (X2) The activity of interaction and create public opinion as a favorable input for both parties (customer and Indihome).

 High Credibility  Clear Explanation
Personal Selling (X3) Direct interaction from Indihome with prospective buyers or more to make a presentation, answer directly and accept orders.
 Sales Appearance  Sales Expertise Sales Promotion (X4) Indihome promotion that offers incentives in certain periods to encourage consumer desires.

 Variety of Discount  Term and Condition
Direct Selling (X5) The use of letters, telephone, facsimile, e-mail, and other nonpersonal interfaces to communicate with or obtain an immediate response individual and potential customers.
Process of purchasing decisions that determines what decisions will be purchased the Indihome product.

Data Analysis Method Validity and Reliability Test
Validity is a test of how well an instrument that is developed measures the particular concept it is intended to measure. Validity is the level extent to which of precision and accuracy of a measuring instrument to perform the functions of measuring in this study is the questionnaire. The reliability of a measure is established by testing for both consistency and stability (Sekaran and Bougie, 2010). The purpose of testing reliability is to determine the level of measurement non error, it means showing the consistency of measurement. Reliability was measured by using Cronbach's Alpha coefficient, when the value of Cronbach's alpha increase the consistency also increases.

Multiple Regression Analysis Model
Multiple linear regression is used to model the relationship between one numeric outcome or response or dependent variable (Y), and several (multiple) explanatory or independent or predictor or regression variables (X). The formula of multiple regression models in this research is shown below:

Result Reliability Test
The minimum value of Cronbach's alpha must be 0.6. It is better if the value is above 0.6 (Sekaran, 2003). The table above shows that Cronbach's Alpha > 0.6.  Table 2 shows the Cronbach's Alpha values of all indicators are above 0.60, it means that all the variables (advertising, public relation, personal selling, sales promotion, direct selling, and consumer purchase decision) in this research is considered reliable and can be used to retrieve data.

Validity Test
This research use Pearson Correlation formula. The purpose of validity test is to know whether the instrument is valid or not. If the correlation coefficient between the value of one indicator and the total value of all indicators is positive and ≥ Rtable (0.214) then the instrument is considered as valid (Sugiyono, 2006). All the total values for each indicator for independent variables (advertising, public relation, personal selling, sales promotion, and direct selling) and dependent variables (consumer purchase decision) are above Rtable (0.161). It means all the indicators are valid and can be used on this research.

Classical Assumption Test Multicollinearity Test
There are three classical assumption on this research is multicollinearity test, heteroscedasticity test and normality test.

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Jurnal EMBA Vol. 10 No. 2 April 2022, Hal. 748-758231  Table 4 shows that the tolerance and VIF values. The tolerance value of advertising, public relation, personal selling, sales promotion, and direct selling are more than 0.1. The VIF value are less than 10. Since all the tolerance value is more than 0.1 and the VIF value is less than 10, so this research is free from multicollinearity.

Figure 2. Heteroscedasticity
Source: Data Processed (2022) Figure 2 shows that the dots is not created a specific pattern and also spread above and below 0 (zero). It proves that there is no heteroscedasticity in this regression model.  The result in the Table 5 Table 6 shows that the R 2 is 0.417 which mean the independent variable (advertising, public relation, personal selling, sales promotion, and direct selling) influencing the dependent variable (consumer purchase decision) with 41.7%.  Table 7 shows that in this research the Fcount is higher than Ftable. Fcount = 14.189 ≥ Ftable = 2.462, H1 is accepted. Independent variables advertising, public relation, personal selling, sales promotion, and direct selling are simultaneously and significantly influence consumer purchase decision as the dependent variable.

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Jurnal EMBA Vol. 10 No. 2 April 2022, Hal. 748-758231 1. Table 8 shows that tcount is 1.398 and since the level of significant is 5% (0.05) then the ttable is 1.983, the result is tcount = 1.983 ≤ ttable = 1.983. Since the tcount is lower than ttable then H2 is rejected. It means that variable advertising is not significantly influence consumer purchase decision. 2. Table 8 shows that tcount is 1.016 and since the level of significant is 5% (0.05) then the ttable is 1.983, the result is tcount = 1.016 ≤ ttable = 1.983. Since the tcount is lower than ttable then H3 is rejected. It means that variable public relation is not significantly influence consumer purchase decision. 3. Table 8 shows that tcount is 2.335 and since the level of significant is 5% (0.05) then the ttable is 1.983, the result is tcount = 2.335 ≥ ttable = 1.983. Since the tcount is higher than ttable then H4 is accepted. It means that variable sales promotion is significantly influence consumer purchase decision. 4. Table 8 shows that tcount is 2.148 and since the level of significant is 5% (0.05) then the ttable is 1.983, the result is tcount = 2.148 ≥ ttable = 1.983. Since the tcount is higher than ttable then H5 is accepted. It means that variable sales promotion is significantly influence consumer purchase decision. 5. Table 8 shows that tcount is 3.182 and since the level of significant is 5% (0.05) then the ttable is 1.983, the result is tcount = 3.182 ≥ ttable = 1.983. Since the tcount is higher than ttable then H6 is accepted. It means that variable direct selling is significantly influence consumer purchase decision.

Discussion
Based on the result, it shows that advertising, public relation, personal selling, sales promotion, and direct selling are simultaneously influence consumer purchase decision of Indihome product at PT. Telkom Tondano Region.

Advertising and Consumer Purchase Decision
The result shows that advertising has not significantly influence consumer purchase decision of Indihome product in Tondano Region. Even if not significantly influence consumer purchase decision, advertising has a positive influence. The elements of advertising on this research is brand awareness and consumer perception. Most of the customer think that the advertising of Indihome is not effective enough. Most of the customer think that when they were asked about the internet service provider, "Indihome" was not the first service provider that came to their mind. The most customers also think that the advertising of Indihome that displayed in the form of brochures, television advertisements, internet and other media are not too varied. Based on the result, the customer don't care about the advertising that the company created so it's better for company to should not emphasize on it. This research supported the previous research by Martha, Evanita, and Patricia (2019).

Public Relation and Consumer Purchase Decision
The result shows that public relation is not significantly influence consumer purchase decision of Indihome product at PT. Telkom Tondano Region. Even if not significantly influence consumer purchase decision, public relation has a positive influence. The elements of public relation on this research is high credibility and clear explanation. Most of the customer slightly agree and some were not agree that Indihome has a good corporate image. They also think that in conveying the message in the advertisement, Indihome is not too attractive and a little hard to understand. But some of the customer think that Indihome has a good corporate image and the message that they were try to conveying is attractive and easy to understand. Based on the result, Indihome should put more effort to maintain good relation with customer by increasing the corporate image because that's one of the customer reason to buy the product. The company also should improving how they conveying the message to the customer to gain understanding and recognition of the customer of Indihome. This research is different with the previous by Istanti (2021).

Personal Selling and Consumer Purchase Decision
The result shows that personal selling has a significant influence on consumer purchase decision on Indihome product at Telkom Tondano Region. The element of personal selling of this research is sales appearance and sales expertise. According to customer of Indihome Tondano Region, the salesperson of Indihome has a neat appearance and polite and friendly behavior. The salesperson also mastered the knowledge of Indihome products are offered so that it makes the customer easy to understand about the product. Based on the result, Indihome should keep giving the salesperson's training in presented and demonstrated about the Indihome product. As the customer like the appearance of the salesperson of Indihome, the company should keep their good appearance of the salesperson. This research supported a previous research by Kurnia and Rifani (2020) and Situmeang et al. (2020).

Sales Promotion and Consumer Purchase Decision
The result shows that sales promotion has a significant influence on consumer purchase decision of Indihome product at PT. Telkom Tondano Region. The elements of sales promotion on this research is variety of discount and term and condition. The reason for the customer to buy an indihome product is because of the discount and cashback that the company offered. The customer also think that the term and condition to purchase the Indihome product are easy to understand and not complicated. Based on the result, the company already have a good sales promotion and it suggested to keep and improving their sales promotion activity to gain more customer. Providing experts to introduce products and the motivation of the customers is very important. This research supported the previous research by Khan (2020) and Agbi et al. (2019).

Direct Selling and Consumer Purchase Decision
The result shows that direct selling has a significant influence and the most influenced variable on consumer purchase decision of Indihome product at PT. Telkom Tondano Region. The elements of direct selling on this research are online marketing and telemarketing. Indihome contacted the customer directly by phone or email so that the customer interested to purchase the products. The customer think that Indihome's online marketing activities (social media/website) in promoting their products are quite good. Based on the result, the company should keep maintaining their good direct marketing in every aspect (online marketing and telemarketing) to make a prospective customers are more interested in making purchases. This research supported the previous research by Martha et al (2018) and Nellyaningsih and Hidayat (2018).

Conclusion
Based on the result of analyzing and discussing, the conclusion are: 1. Promotional mix (advertising, public relation, personal selling, sales promotion, and direct selling) simultaneously influence consumer purchase decision of Indihome product at PT. Telkom Tondano Region. 2. The result shows that advertising does not significantly influence consumer purchase decision of Indihome product at PT. Telkom Tondano Region. 3. The result shows that public relation does not significantly influence consumer purchase decision of Indihome product at PT. Telkom Tondano Region. 4. The result shows that personal selling does significantly influence consumer purchase decision of Indihome product at PT. Telkom Tondano Region. 5. The result shows that sales promotion does significantly influence consumer purchase decision of Indihome product at PT. Telkom Tondano Region. 6. The result shows that direct selling does significantly influence consumer purchase decision of Indihome product at PT. Telkom Tondano Region.

Recommendation
There are three recommendations that can be concluded from the overall result in this research, which are listed as follow: 1. Based on the result, direct selling have the most influence on consumer purchase decision of Indihome product at PT. Telkom Tondano Region. The elements of direct selling on this research is online marketing and telemarketing. Indihome contacted the customer directly by phone or email so that the customer interested to