Pengaruh Komunikasi Pemasaran Terpadu Terhadap Keputusan Membeli (Studi Konsumen Sengkaling Kuliner Malang )
| Main Author: | Abdulah, Rekza Maulana |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2019
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/53370/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/53370/2/BAB%20I.pdf http://eprints.umm.ac.id/53370/3/BAB%20II.pdf http://eprints.umm.ac.id/53370/4/BAB%20III.pdf http://eprints.umm.ac.id/53370/5/BAB%20IV.pdf http://eprints.umm.ac.id/53370/6/BAB%20V.pdf http://eprints.umm.ac.id/53370/7/BAB%20VI.pdf http://eprints.umm.ac.id/53370/8/LAMPIRAN.pdf http://eprints.umm.ac.id/53370/ |
Daftar Isi:
- This research is based on the phenomenon of culinary business competition in the poor area, especially in Sengkaling Culinary. SEKUL is one of UMM's business units. There are many competitors in the Sengkaling area that cause sales at SEKUL to experience ups and downs. SEKUL is said to be still in the developing stage because SEKUL is the new face of Sengkaling Food Festival. Based on this phenomenon researchers are interested in testing the effect of integrated marketing communication on the decision to buy consumers in Sengkaling Culinary Malang. This study aims to determine whether there is influence and how much the influence of integrated marketing communication as a variable (X) consisting of advertising, sales promotion, public relations or publicity, personal sales, direct marketing and events or experience with consumer buying decisions as variables (Y) in Sengkaling Culinary. This study uses a quantitative approach with an explanatory type format. The researcher used the AIDDA theory as a theoretical framework. The research data collection uses questionnaires with accidental sampling techniques which are distributed to 71 consumer respondents who at that time made purchases at Sengkaling Culinary. The method of data analysis uses simple linear regression. The results showed that the effect of integrated marketing communication as a variable (X) had a positive effect on consumer buying decisions in Sengkaling Kuliner Malang as a variable (Y), with a determination coefficient of 78% while the remaining 22% was a contribution from other factors not examined.