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ANALISIS PENGARUH BAURAN KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA UD. JAWA KERAMIK

Tri Isdiyanto, Deny (2015) ANALISIS PENGARUH BAURAN KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA UD. JAWA KERAMIK. Other thesis, University of Muhammadiyah Malang.

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Abstract

The research is aimed to find out about mixed marketing communication done by UD Jawa Keramik. Finding out significant influence between mixed marketing communication done by UD Jawa Keramik to purchase decision, also finding out mixed marketing communication variable which has dominant influence to purchase decision. Research type used is survey, which is research done to get facts about symptoms in marketing which created data analysis technique using scale rate and multiple linear regression. Research found that mixed marketing communication consist of advertising variable, purchase promotion, publicity, personal selling, and marketing, has direct significant influence whether in simultaneous and partial to ceramic purchase decision in UD Jawa Keramik of Probolinggo. Mixed communication variable, promotional marketing consist of advertising, selling promotion, publicity, personal selling, and direct marketing. The most dominant influence is human relation (publicity). According to research, suggestion given are: it should be able to defend people connection or publicity which is better than by more sponsorship in sport art, and culture events, so that consumer finding out the company existence by human relations or publicity which gave dominant influence to ceramic purchase decision. Improving marketing communication application so that the marketed product will be remembered well by consumer.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 05 Mar 2016 05:07
Last Modified: 05 Mar 2016 05:07
URI : http://eprints.umm.ac.id/id/eprint/20474

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