Integrated Marketing Communication Performance on Purchase Decision

Girang Razati, Ratih Hurriyati, D.F. Febriani

Abstract

This study was conducted to see how much the effect of integrated marketing communications to purchasing decision. This type of research was descriptive and verificative with random sampling of 140 respondents. Data analysis technique used was path analysis. The design of this study was cross sectional method with a certain period of time. The path analysis showed that integrated marketing communications significantly influence purchasing decisions. There is an influence between the sub-variables of integrated marketing communications towards the consumers’ purchase decision.

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Paper Citation


in Harvard Style

Razati G., Hurriyati R. and Febriani D. (2017). Integrated Marketing Communication Performance on Purchase Decision.In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME, ISBN 978-989-758-333-9, pages 43-47. DOI: 10.5220/0007114500430047


in Bibtex Style

@conference{gc-bme17,
author={Girang Razati and Ratih Hurriyati and D.F. Febriani},
title={Integrated Marketing Communication Performance on Purchase Decision},
booktitle={Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME,},
year={2017},
pages={43-47},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007114500430047},
isbn={978-989-758-333-9},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - Volume 1: GC-BME,
TI - Integrated Marketing Communication Performance on Purchase Decision
SN - 978-989-758-333-9
AU - Razati G.
AU - Hurriyati R.
AU - Febriani D.
PY - 2017
SP - 43
EP - 47
DO - 10.5220/0007114500430047