CD Skripsi

Pengaruh Integrated Marketing Communication ( Im C ) T E R H A D A P Pu R C H A Se De C I S I On Pa D A Cu L T U Re Product Di Viera Oleh – Oleh Kota Pekanbaru

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ABSTRACT
This study aims to determine and analyze the effect of Integrated Marketing
Communication (IMC) on Purchase Decision on Culture Product at Viera Oleh -
Oleh Pekanbaru City. The approach used in this research is quantitative using the
SEM-PLS model and SmartPls 4.0 software as a tool for this research. Data was
obtained through distributing questionnaires to 125 respondents. The results of this
study reveal that: (1) there is a significant effect of Advertising on Perceived
Quality on Culture Product at Viera Oleh - Oleh Pekanbaru City, (2) there is a
significant effect of Sales Promotion on Perceived Quality on Culture Product at
Viera Oleh - Oleh Pekanbaru City, (3) there is a significant effect of Public
Relations on Perceived Quality on Culture Product at Viera Oleh - Oleh Pekanbaru
City, (4) there is a positive and significant effect of Personal Selling on Perceived
Quality on Culture Product at Viera Oleh - Oleh Pekanbaru City, (5) there is a
significant effect of Direct Marketing on Perceived Quality on Culture Product at
Viera Oleh - Oleh Pekanbaru City, (6) there is a significant effect of Perceived
Quality on Purchase Decision on Culture Product at Viera Oleh - Oleh Pekanbaru
City, (7) there is a significant effect of Integrated Marketing Communication (IMC)
on Purchase Decision on Culture Product at Viera Oleh - Oleh Pekanbaru City,
(8) there is a significant effect of Integrated Marketing Communication (IMC) on
Purchase Decision with Perceived Quality as a intervening variable on Culture
Product at Viera Oleh - Oleh Pekanbaru City.
Keyword : Integrated Marketing Communication (IMC), Advertising, Sales
Promotion, Public Relation, Personal Selling, Direct Marketing, Purchase
Decision, Perceived Quality, Culture Product.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102125053

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102125053

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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