THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON THE INDIHOME PRODUCT PURCHASE DECISION PROCESS AT PLASA TELKOM NIAS
DOI:
https://doi.org/10.47652/metadata.v8i1.981Keywords:
Integrated Marketing Communication, Purchasing Decision, Indihome.Abstract
This study aims to analyze the influence of integrated marketing communications on the purchasing decision-making process for IndiHome products at Plasa Telkom Nias. Integrated marketing communications is a strategy that combines various promotional channels, such as advertising, sales promotions, direct marketing, and social media, to deliver a consistent and compelling message to consumers. This study used a quantitative approach with a survey technique of 57 IndiHome users at Plasa Telkom Nias. Data were collected through a questionnaire and analyzed using validity and reliability tests, simple linear regression, and t-tests. The results of the study indicate that integrated marketing communications significantly influence purchasing decisions for IndiHome products. A significance value of 0.000 (<0.05) and a calculated t-value of 13.561 demonstrate a strong relationship between the two variables. This means that the better the implementation of integrated marketing communications, the higher the consumer's likelihood of purchasing IndiHome products. This research provides a practical contribution for Plasa Telkom Nias in improving marketing communication strategies to more effectively attract customer interest and strengthen consumer loyalty.
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