CD Tesis

Pengaruh Komunikasi Pemasaran Terpadu Terhadap Keputusan Pembelian Melalui Brand Image Di PT. Ciputra Abadi Karya (Ciputra Group) Citra Garden Pekanbaru

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The study is in the background of the background to the situation that the increasing number of Pekanbaru city population, the need for shelter is automatically also increased because the number of reception needs in line with population growth. besides sizes ranging from the simplest to unlimited sizes. The high economic growth in Pekanbaru is directly proportional to the increase in population growth. It is proven that the demand for residential premises continues to increase. Hence the property business in Pekanbaru continues to flourish. Because the prospectives are still promising, PT. Ciputra Abadi Karya continues to carry out its marketing strategy and to innovate and expand projects to various cities .
The purpose of the this research is to know the relationship is directly between the variables of communication marketing integrated , brand image , the decision of purchase and is not directly between the communication marketing integrated with the decision of purchase through brand image. Type of research this is quantitative by using Structural Equation Model (SEM), to test the hypothesis is Partial Least Square using application tools software SmartPLS version 2.0 M3. Primary data obtained directly through a closed questionnaire .
Results of the study is the coefficient track the influence of integrated marketing communications to the brand image of 0472 with a value of t arithmetic amounted to 7,857 and the value of significant 0.000 . This value is greater than the t table of 1,975. Because t count 7,857> t table 1975 it is concluded that integrated marketing communication has an effect on brand image . path coefficient value of the effect of integrated marketing communications to the buying decision for 0225 with a value of t arithmetic amounted to 3,049 and the value of significant 0.002 . This value is greater than the t table of 1,975. Because t count 3.049> t table 1975, it is concluded that integrated marketing communication affects purchasing decisions . The path coefficient value of the influence of brand image on purchasing decisions is 0.442 with a t- count value of 4.375 and a significant value of 0.000 . This value is greater than the t table of 1,975. Because t count 4.375 > t table 1.975, it can be concluded that brand image affects purchasing decisions . path coefficient value of the effect of integrated marketing communications to the buying decision through the brand image of 0209 with a value of t arithmetic amounted to 3,566 and the value of significant 0.000 . This value is greater than the t table of 1,975. Because t count 3.566 > t table 1.975, it is concluded that brand image mediates the effect of integrated marketing communications on purchasing decisions .
Keywords : Integrated Marketing Communication , Brand Image, and Purchase Decisions .

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 02. 221 (0006)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Administrasi., 2021

Deskripsi Fisik

xiii, 102 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 02. 221 (0006)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU ADMINISTRASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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