Pengaruh Integrated Marketing Communication ( Im C ) T E R H A D A P Pu R C H…

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 re…