Integrated Marketing Communication Performance on Purchase Decision

Girang Razati; Ratih Hurriyati; D.F. Febriani

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Paper

Integrated Marketing Communication Performance on Purchase Decision

In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship GC-BME - Volume 1, 43-47, 2017 , Surabaya, Indonesia

Authors: Girang Razati ; Ratih Hurriyati and D.F. Febriani

Affiliation: Universitas Pendidikan Indonesia, Indonesia

Keyword(s): Integrated Marketing, Communication Performance, Purchase Decision.

Abstract: This study was conducted to see how much the effect of integrated marketing communications to purchasing decision. This type of research was descriptive and verificative with random sampling of 140 respondents. Data analysis technique used was path analysis. The design of this study was cross sectional method with a certain period of time. The path analysis showed that integrated marketing communications significantly influence purchasing decisions. There is an influence between the sub-variables of integrated marketing communications towards the consumers’ purchase decision.

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Paper citation in several formats:

Razati, G.; Hurriyati, R. and Febriani, D. (2018). Integrated Marketing Communication Performance on Purchase Decision. In Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME; ISBN 978-989-758-333-9; ISSN 2184-3368, SciTePress, pages 43-47. DOI: 10.5220/0007114500430047

@conference{gc-bme18,
author={Girang Razati. and Ratih Hurriyati. and D.F. Febriani.},
title={Integrated Marketing Communication Performance on Purchase Decision},
booktitle={Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME},
year={2018},
pages={43-47},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007114500430047},
isbn={978-989-758-333-9},
issn={2184-3368},
}

TY - CONF

JO - Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship - GC-BME
TI - Integrated Marketing Communication Performance on Purchase Decision
SN - 978-989-758-333-9
IS - 2184-3368
AU - Razati, G.
AU - Hurriyati, R.
AU - Febriani, D.
PY - 2018
SP - 43
EP - 47
DO - 10.5220/0007114500430047
PB - SciTePress