Imam Nawawi, Amir (2019) Analisis Pengaruh Integrated Marketing Communication Terhadap Tahapan Keputusan Pembelian Konsumen Pesenkopi Di Kota Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Komunikasi Pemasaran merupakan sarana dimana para pelaku usaha berusaha untuk memberikan informasi, membujuk, dan mengingatkan kembali konsumen mengenai produk atau jasa yang ditawarkan oleh para pelaku usaha. Integrated Marketing Communication merupakan salah satu pendekatan pemasaran generasi baru yang digunakan oleh perusahaan untuk lebih memfokuskan upaya mereka dalam memperoleh, mempertahankan, dan mengembangkan hubungan dengan pelanggan dan pemangku kepentingan lainnya. Keputusan pembelian adalah tahap proses dimana konsumen secara aktual melakukan pembelian produk. Tujuan dalam penelitian ini adalah untuk mengetahui adakah pengaruh Integrated Marketing Communication terhadap tahapan keputusan pembelian konsumen di Kota Malang. Variabel independen yang diuji dalam penelitian ini adalah Integrated Marketing Communication dengan dimensi Advertising, Sales Promotion, Public Relation, Event & Experience, Direct Marketing, Interactive Marketing, Word of Mouth, dan Personal Selling yang di uji pengaruhnya terhadap variabel dependennya yaitu keputusan pembelian. Dalam penelitian ini, yang menjadi populasi penelitian adalah masyarakat di Malang yang pernah melakukan transaksi di Pesenkopi. Jumlah responden dalam penelitian ini ditetapkan sejumlah 272 responden yang dipilih menggunakan metode non-probability sampling dengan teknik analisis data regresi linear sederhana. Hasil penelitian menunjukkan variabel Integrated Marketing Communication berpengaruh positif terhadap keputusan pembelian. Selanjutnya, Public Relation merupakan dimensi Integrated Marketing Communication yang paling dominan dan berpengaruh terhadap keputusan pembelian konsumen Pesenkopi.
English Abstract
Marketing communication is the scoope for businessman that they tried to gived some information, to persuade, and remembred about the product of their produce. Integrated marketing communication is one of the new generation for approached marketing that they used for their companies to get, to maintained, and developed their relations and its rever to their customers and also to other stake holders. Buying decision is about the process when the customers is doing buy the product. Purpose of this thesis is to understand what if the impact of Integrated Marketing Communication on the step in consumen decision at Malang city. There is some independent variable that used for this thesis, it‟s Integrated Marketing Communication with the dimention of advertising, sales promotion, Public Relations, Event & Experience, Direct Marketing, Interactive Marketing, Word of Mouth, and Personal Selling. All of this dimention are used to saw the impact on the buying decision as the dependent variable. In this thesis, customers of Pesenkopi in malang city is the thesis population. A total respondent of this thesis are 272 peoples and it‟s choosed with the non-probability sampling method and simply linear regression data analysis technique. The result of this thesis is variable of Integrated Marketing Communication gived the positive effect on buying decision. And also the Public Relations as the Integrated Marketing Communication dimention is more dominant and has a impact on consumen decision of Pesenkopi.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FISIP/2019/1179/052001153 |
| Uncontrolled Keywords: | Integrated Marketing Communication, Komunikasi Pemasaran, KeputusanxPembelian.-Integrated Marketing Communication, Komunikasi Pemasaran, Purchase Decision |
| Subjects: | 300 Social sciences > 381 Commerce (Trade) > 381.1 Marketing channels |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Agus Wicaksono |
| Date Deposited: | 18 Aug 2020 03:11 |
| Last Modified: | 18 Aug 2020 03:11 |
| URI: | http://repository.ub.ac.id/id/eprint/178443 |
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