Pengaruh Komunikasi Pemasaran Terhadap Minat Konsumen  (Studi Kasus Di PT Haruman Multi Artha)

Adinda Viona Aurelia; Anas Hidayat

doi:10.61132/lokawati.v1i5.184

Authors

Adinda Viona Aurelia Universitas Islam Indonesia
Anas Hidayat Universitas Islam Indonesia

DOI:

https://doi.org/10.61132/lokawati.v1i5.184

Keywords:

Marketing Communications, Buying Interest, PT. Haruman Multi Artha

Abstract

The purpose of this study was to determine the effect of marketing communications which include advertising (advertising), sales promotion (sales promotion), public relations (public relations), direct marketing (direct marketing), personal selling (personal selling) on purchase intention. This type of research is quantitative with customer respondents at PT. Haruman Multi Artha totaling 60 respondents selected using purposive sampling technique. Data analysis used linear regression analysis with the IBM SPSS Statistics 23 test tool. The results showed that the marketing communications of PT. Haruman Multi Artha with advertising indicators (advertising) an average score of 3.63 (good category), sales promotion (sales promotion) an average score of 3.24 (sufficient category), public relations (public relations) an average score of 3 .33 (enough category), direct marketing (direct marketing) an average score of 3.38 (enough category), personal selling (personal selling) an average score of 3.69 (good category). There is a positive and significant influence on marketing communications which includes advertising, sales promotion, public relations, direct marketing, personal selling on PT. Haruman Multi Artha. The contribution of marketing communication variables to the buying interest of PT. Haruman Multi Artha of 61.2%, while the remaining 38.80% is influenced by other factors outside of this study

References

Assauri, S. (2018). Manajemen Pemasaran (Dasar, Konsep & Strategi). Depok: PT Raja Grafindo Persada.

Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, H., Sylvia, D. (2020). Metode penelitian pendekatan kuantitatif. Bandung: CV. Media Sains Indonesia.

Ernayani, R., GS, A. D., Tarigan, N. P., Lestari, W., & Timotius, E. (2021). Kajian fenomenologi pemasaran digital agen properti melalui medium instagram. Jurnal Komunikasi Profesional, 5(3), 260-269.

Fill & Turnbull. (2016). Marketing communications: Discovery, creation and conversations. Pearson Education Limited.

Hardani, Auliya, N. H., Andriani, H., Fardani, R. A., Ustiawaty, J., Utami, E. F., Sukmana, D. J., & Istiqomah, R. R. (2020). Metode penelitian kualitatif & kuantitatif. Yogyakarta: Pustaka Ilmu.

Haryono, G., & Albetris, A. (2022). Peranan Komunikasi Pemasaran Pariwisata Melalui Pemanfaatan E-Tourism Marketing untuk Meningkatkan Niat Berkunjung Wisatawan. Ekonomis: Journal of Economics and Business, 6(1), 136-143.

Hikmat, R. F. (2022). Analisis Faktor-Faktor Niat Beli Ulang dalam Pembelian Online. COMSERVA, 2(5), 527-541.

Ibrahim, A., Alang, A. H., Madi, Baharudin, Ahmad, M. A., & Darmawati. (2018). Metodologi penelitian. Makasar: Gunadarma Ilmu.

Kotler, P., & Amstrong. (2018). Prinsip-prinsip Marketing Edisi Ke Tujuh. Jakarta: Penerbit Salemba Empat.

Kotler, P., & Keller, K. L. (2018). Manajemen Pemasaran. Jakarta: PT Indeks.

Limakrisna, N., & Purba, T. P, (2017). Manajemen Pemasaran, Teori dan Aplikasi dalam Bisnis di Indonesia, jilid 2. Bogor: Mitra Wacana Media.

Moniaga, N. A., Paputungan, R., & Kalangi, J. S. (2017). Pengaruh Komunikasi Pemasaran Terhadap Minat Beli Produk Pt. Indofood Cbp Sukses Makmur Bitung. ACTA DIURNA KOMUNIKASI, 6(1).

Nurdin, I., & Hartati, S. (2019). Metodologi penelitian sosial. Surabaya: Penerbit Media Sahabat Cendekia.

Silviani, I., & Darus, P. (2021). Strategi Komunikasi Pemasaran Menggunakan Teknik Integrated Marketing Communication (IMC). Surabaya: Scopindo Media Pustaka.

Soedarsono, D. K., Mohamad, B., Adamu, A. A., & Pradita, K. A. (2020). Managing Digital Marketing Communication of Coffee Shop Using Instagram. International Journal of Interactive Mobile Technologies, 14(5).

Sugiyono. (2019). Metode penelitian pendidikan: pendekatan kuantitatif, kualitatif, dan R & D. Bandung: Alfabeta.

Sunyoto, D. (2018). Manajemen dan Pengembangan Sumber Daya Manusia (Cetakan Pertama). Yogyakarta : CAPS (Center for Academic Publishing Service).

Tjiptono, F., & Diana, A. (2019). Kepuasan Pelanggan Konsep, Pengukuran, & Strategi. Yogyakarta: Penerbit ANDI.

Zahro, R. R., & Fanani, S. (2019). Analisis Theory of Planned Behaviour dan Pengetahuan Terhadap Niat Berinfaq Jamaah Majelis Taklim Kecamatan Sukomanunggal Surabaya. Jurnal Ekonomi Syariah Teori dan Terapan, 6(6), 1209-1227.