Integrated Marketing Communication (IMC) dan Minat Beli Konsumen (Studi Kuantitatif Pengaruh Integrated Marketing Communication (IMC) terhadap Minat Beli Konsumen SFA Steak dan Resto Surakarta)

Wivan Probo W., Yordan and , Dr. Edy Purwo Saputro, S.E,. M.Si (2020) Integrated Marketing Communication (IMC) dan Minat Beli Konsumen (Studi Kuantitatif Pengaruh Integrated Marketing Communication (IMC) terhadap Minat Beli Konsumen SFA Steak dan Resto Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of integrated marketing communication is making the product have a wide market segmentation and well known by the public. IMC combines several forms of marketing to expand the network and attract more consumers. This research uses quantitative methods. Data collection techniques in this study used a questionnaire, while the sampling technique used purposive sampling which contain og 40 respondents. Researcher uses data validity and data reliability to test the instruments. The data analysis method is simple regression analysis, T test, F test and coefficient of determination. The results showed that the SFA Steak and Resto Surakarta marketing communication strategy uses an integrated marketing communication strategy (IMC) where in this study an analysis of the effect of an integrated marketing communication strategy (IMC) on consumer buying interest. The results of the analysis also showed the positive influence of an integrated marketing communication strategy (IMC) on consumer buying interest in SFA Steak and Resto Surakarta. The integrated marketing communication strategy (IMC) implemented by SFA Steak and Resto Surakarta are all elements of the IMC, they are: advertising, sales promotions and direct and online marketing to spread information about SFA Steak and Resto Surakarta to consumers.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Marketing Communication, Buying Interest, IMC, promotion, advertising.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: YORDAN WIVAN PROBO WICAKSONO
Date Deposited: 31 Jan 2020 06:18
Last Modified: 31 Jan 2020 06:18
URI: http://eprints.ums.ac.id/id/eprint/80139

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