Promotion media are the tools used to reach the market in the endorsement activities. In the use of promotion media in introducing an enterprise, product, event, and other is requiring the propotional media selection. Mudra Swari Saraswati Foundation used promotions media to promote Bali’s Emerging Writers Festival Event to reimprove the decrease of the tourists in Bali. The purpose of this study is to examine the influence of the promotion media on the consumer’s decision simultaneously or partially.
This study used seven variables consisting of six independent variables (X): the flyer (X1), billboards (X2), brochures (X3), facebook (X4), twitter (X5), and website (X6), and the dependent variable (Y) is the consumer’s decision. This study used questionnaires, using non-sampling technique with accidental sampling method. The obtained respondents were about 223 who were the participants of the Bali Emerging Writers Festival Event 2013.
The results by using the multiple regression analysis technique show that seven independent and dependent variables are in a good category. Promotion media could explain consumer decision by 60.9% while the remaining 39.2% is influenced by other factors with R value by 0,780. R value show strong and in line correlatinal. In this research known that all promotion media variable infuence the consumer decision. Partially seen, of the existing six independent variables, there are four variabels that affect the desicion positively and significantly namely facebook, website, twitter, and billboard. The most dominant factor in influencing the consumer decisions is facebook with t count 5,070.
In the next promotion media usage for Bali Emerging Writers Festival event in case of delivering message or information through facebook, twitter, website and billboard should be maximize. Those thing’s aim to influence consumer attend quantity on a event or their participant in the next event.
Key: Promotion Media, Consumer Desicion, Event