The impact of marketing communication on consumer behavior at PT PUTRANUSA AGUNG PERSADA IN MEDAN

Ciwira, Karen Citra (2018) The impact of marketing communication on consumer behavior at PT PUTRANUSA AGUNG PERSADA IN MEDAN. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

One of marketing strategies is conducting marketing communication. The objectives of the marketing communication are to provide information to target and to boost the sales. The purpose of this research is to know whether marketing communication has impact on consumer behavior at PT Putranusa Agung Persada. The methods used by the writer in this research is descriptive method and correlational method. Validity test, reliable test and normality test are conducted; the questions used in this research are valid, reliable and normal. Correlation test result is 0.932, which shows that there is a strong influence of marketing communication on consumer behavior at PT Putranusa Agung Persada. Based on research results, the conclusion of this research is that there is an impact of marketing communication on consumer behavior at PT Putranusa Agung Persada. The result of Z-test shows that Z-count (8.01) is higher than Z-table (1.96). The marketing communication variable has significant impact on consumer behavior variable. Determination coefficient of 0.868 shows that the marketing communication variable can give contribution in changes of consumer behavior by 86.8%. Based on the linear regression analysis, the increase on marketing communication by 1 unit can increase the consumer behavior by 0.440 unit.

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