Pengaruh Integrated Marketing Communication (IMC) dan Brand Image terhadap Keputusan Pembelian

Abstract

The property business is a sector that is currently considered promising with the increasing demand for property for both personal and business purposes. One of the supporting products in the property sector is mild steel. This product is increasingly in demand because it is considered practical to use so that the competition for mild steel products is getting tougher. This research was conducted with the aim of knowing the effect of integrated marketing communication and brand image on purchasing decisions at UD. Bali Artha Mandiri partially and simultaneously. The population in this study were 150 consumers who shopped at UD. Bali Artha Mandiri. The sample size was determined as many as 150 consumers using purposive sampling technique. Hypothesis testing is done by multiple linear regression analysis. The results obtained show that partially and simultaneously integrated marketing communication and brand image have a significant effect on purchasing decisions. The advice given is to provide clear information to consumers and provide solutions to consumers.