Pengaruh Integrated Marketing Communication (IMC) terhadap keputusan pembelian mobil Toyota Avanza di Kota Lamongan

Farid, Sya'roni Yusuf (2014) Pengaruh Integrated Marketing Communication (IMC) terhadap keputusan pembelian mobil Toyota Avanza di Kota Lamongan. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.

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Abstract

INDONESIA:

Perkembangan pesat industri otomotif di Indonesia membuat tingkat persaingannya menjadi ketat, khususnya pada industri mobil. Para Agen Tunggal Pemegang Merek (ATPM) mobil terus melakukan inovasi terhadap produknya guna meningkatkan daya saing. Hal ini terlihat dari semakin beraneka ragamnya merek dan jenis mobil yang masuk dalam pangsa pasar di Indonesia, Akibatnya konsumen semakin selektif dalam memilih produk yang akan dibeli. Salah satu alternatif untuk menghadapi persaingan tersebut adalah dengan menerapkan Integrated Marketing Communication dalam kegiatan pemasaran.

Penelitian ini menggunakan metode kuantitatif deskriptif, yang mengkaji pengaruh Integrated Marketing Communication terhadap keputusan pembelian dan pengaruh variabel Iklan (X1), Personal Selling (X2), Promosi Penjualan (X3) Penjualan Langsung (X4), Public Relation (X5), Word of Mouth (X6), terhadap keputusan pembelian (Y). Dalam penelitian ini populasi dijadikan sebagai sampel yaitu konsumen yang memiliki mobil Toyota Avanza di kota Lamongan, sedangkan data yang digunakan dalam penelitian ini adalah data kuesioner yang diberikan pada tanggal 8-22 Agustus 2014.

Hasil penelitian menunjukkan bahwa pengaruh Integrated Marketing Communication pada mobil Toyota Avanza sangat berpengaruh terhadap keputusan pembelian. Kontribusi terbesar yang berpengaruh terhadap keputusan pembelian Mobil Toyota Avanza diberikan oleh Word of mouth,. Berdasarkan hasil analisis regresi menunjukkan bahwa variabel Iklan (X1), Personal Selling (X2), Promosi Penjualan (X3) Penjualan Langsung (X4), Public Relation (X5), Word of Mouth (X6) berpengaruh terhadap keputusan pembelian (Y) pada Mobil Toyota Avanza di kota Lamongan baik secara parsial maupun simultan. Dan koefisien determinan (adjusted R square) sebesar 0,917 atau 91,7%.

ENGLISH:

The automotive industry rapid development in Indonesia has made the level of competition becomes tight, especially in the automobile industry. The sole agent (ATPM) continue to push the car to improve the competitiveness of their products. This is evident from the diverse array of brands and types of cars entering the Indonesian market, a result consumers are increasingly selective in choosing a product to be purchased. One alternative is to face the competition by implementing Integrated Marketing Communication in marketing activities.

This study used a descriptive quantitative method, which examines the influence of Integrated Marketing Communication and influence the purchasing decision variables Ads (X1), Personal Selling (X2), Sales Promotion (X3) Direct Sales (X4), Public Relations (X5), Word of Mouth (X6), the purchasing decision (Y). In this study population is used as a sample of consumers who have a Toyota Avanza in Lamongan city, while the data used in this study was a questionnaire data were given on August 8 to 22 by 2014.

The results showed that the influence of Integrated Marketing Communication at Toyota Avanza is very influential on purchasing decisions. The biggest contribution that influence purchasing decisions Car Toyota Avanza is given by word of mouth,. Based on the results of the regression analysis showed that the variables Ads (X1), Personal Selling (X2), Sales Promotion (X3) Direct Sales (X4), Public Relations (X5), Word of Mouth (X6) influence on purchase decisions (Y) in the Car Toyota Avanza in the town of Lamongan either partially or simultaneously. And determinant coefficient (adjusted R square) of 0.917 or 91.7%.

Item Type: Thesis (Undergraduate)
Supervisor: Rahayu, Yayuk Sri
Keywords: Integrated Marketing Communication; Keputusan Pembelian; Purchasing Decisions
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications
Departement: Fakultas Ekonomi > Jurusan Manajemen
Location: 150502
Depositing User: Indar Erdiana
Date Deposited: 07 Jun 2016 10:30
Last Modified: 07 Jun 2016 10:30
URI: http://etheses.uin-malang.ac.id/id/eprint/2516

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