Pengaruh Strategi Integrated Marketing Communication Terhadap Minat Beli Konsumen Pada Event Sesi Tuku

Utama, Putranto Satria and , Nieldya Nofandilla, S.E., MA (2022) Pengaruh Strategi Integrated Marketing Communication Terhadap Minat Beli Konsumen Pada Event Sesi Tuku. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The growth of the Fast Fashion industry which is getting higher causes environmental pollution, thrifting is a moment that causes a positive impact from the acceleration of changing clothing models. Sesi Tuku uses Integrated Marketing Communication to attract buying interest from consumers, in this case the Sesi Tuku gives the influence of the marketing strategy used by the recipient of the message. This study aims to determine whether or not there is an influence of the Integrated Marketing Communication strategy conducted by Sesi Tuku on buying interest. This type of research is quantitative explanatory using simple linear regression data analysis techniques. Data retrieval is done by using a questionnaire distribution technique, the technique of determining the sample used is accidental sampling. The population in the research conducted were visitors to the Sesi Tuku event with a total of 100 respondents. The results of the study show that the coefficient value of Y = 15.573 + 0.358 X, with a t-count value greater than t-table, which is 9.946 > 1.984, meaning that the Integrated Marketing Communication strategy of the Tuku Session has an effect on consumer buying interest in the Sesi Tuku.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Integrated Marketing Communication, Fast Fashion, Thrifting, Buying Interest, Sesi Tuku
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	PUTRANTO SATRIA UTAMA
Date Deposited:	19 Oct 2022 07:36
Last Modified:	19 Oct 2022 07:36
URI:	http://eprints.ums.ac.id/id/eprint/105109

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