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The purpose of this study was to determine the effectiveness of advertising at the PT Radio Kumala Samarinda as a marketing strategy. The research was conducted for three months at PT Radio Kumala Samarinda, located at Jn. D.I. Panjaitan Samarinda. This study is limited to the advertising effective-ness of Toko Bazar and Toko Murah at PT Radio Kumala Samarinda as a marketing strategy. Measurement variables using 5 point Likert scale where each question is given a score of 1 to 5, while the weight of each answer is strongly agree with weight 5, agrees with weight 4, hesitated with weight 3, does not agree with the weight of 2, and strongly disagree with the weight 1. The analytical method used: (1) the method of multiple linear regression models, (2) the coefficient of determination (R²), (3) correlation coefficient, and (4) Ftest (simul-taneously test). Analysis of the data using a computerized system (SPSS). The results showed that: (1) Results of statistical calculation that the regression equation means that any absence or a change in the X variable (empathy, persuasion, impact, and communication) will positively affect the Y variable (Buying Decision), which means understanding and remembering of listeners affect a positive impact on purchase decisions in Toko Bazar & Toko Murah. (2) There is a strong association of the independent variables (empathy, persuasion, impact, and communication) on the decision to buy in the Toko Bazar&Toko Murah Samarinda (Y) with r value of 0.789 (78.9%). (3) The coefficient of deter-mination (R2) of 0.622 (62.2%) which means that 62.2% of the variation in purchase decisions are influenced by a variety of variables empathy, persuasion, impact, and communication. (4) Results of the Ftest values (simultaneously test) meaned that the X variable (empathy, persuasion, impact, and communication) significantly influence on buying decisions at Toko Bazar & Toko Murah through advertising effectiveness on PT Radio Kumala Samarinda (Y).
Kata kunci: iklan, radio, pemasaran
