Ghazizhafir, Ahmad Rosiq and -, Dr. Edy Purwo Saputro, S.E., M.Si. (2026) PENGARUH KOMUNIKASI PEMASARAN TERPADU TERHADAP KEPUTUSAN PEMBELIAN PRODUK SHOPEE DI KOTA SOLO. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study analyzes the effect of Integrated Marketing Communication (IMC) on product purchase decisions via Shopee in Solo. The study employs an explanatory quantitative approach using a survey of 100 Shopee users who reside in Surakarta and were selected using purposive sampling. The research instrument consisted of a questionnaire using a five-point Likert scale. The IMC variable was measured through advertising, sales promotions, direct marketing, public relations, and digital marketing, while purchase decisions were measured through need and interest recognition, information search and evaluation, purchase decisions, and post-purchase behavior. Simple linear regression analysis using SPSS version 25 yielded the equation Y = 2.101 + 0.730X. The IMC coefficient was positive and significant (t = 46.342; p < 0.001), while the model fit test resulted in F = 2,147.542; p < 0.001. Based on the sum-of-squares ratios in the ANOVA table, the coefficient of determination was calculated to be 0.956, meaning that approximately 95.6% of the variation in purchase decisions within the sample can be explained by IMC. The findings indicate that integrated marketing communication is very strongly associated with the purchase decisions of Shopee users in Solo. Generalizing these findings still requires consideration of the use of purposive sampling and the lack of normality test results for the residuals.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Komunikasi Pemasaran Terpadu, Keputusan Pembelian, E-Commerce, Shopee |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | AHMAD ROSIQ GHAZIZHAFIR |
| Date Deposited: | 21 Aug 2026 03:18 |
| Last Modified: | 21 Aug 2026 03:18 |
| URI: | http://eprints.ums.ac.id/id/eprint/148787 |
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