The effect of integrated marketing communication towards purchase decision at PT. Megah Pusaka Andalas

Harthanto, Tifany (2021) The effect of integrated marketing communication towards purchase decision at PT. Megah Pusaka Andalas. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT. Megah Pusaka Andalas is a company engaged in palm oil plantation and industry. The phenomenon in the company is a decrease in purchase decisions which is allegedly caused by poor integrated marketing communication. Integrated Marketing Communication (IMC) also known as relationship marketing, works to interactively engage a specific individual, using a specific message through specific media outlets. The purchase decision is the sequence of processes that are commonly carried out by each consumer when they will make a buying decision. The population in the research is the customers who always make routine purchases at the company, which is amounted to 37 customers. The sampling is taken by using saturated sampling (census) which is a sampling technique when all members of the population are used as samples so that the sample in this research is 37 respondents. This research used simple linear regression and t- test to test the hypothesis. The result showed that integrated marketing communication significantly affects the purchase decision at PT. Megah Pusaka Andalas. From the result, the writer suggests the company do some training to the marketing officers so that they will know about the products, how to explain the company regulations regarding sales, the contract, and the criteria and excess of products. / PT. Megah Pusaka Andalas adalah perusahaan yang bergerak di bidang perkebunan dan industri kelapa sawit. Fenomena yang terjadi pada perusahaan adalah penurunan keputusan pembelian yang diduga disebabkan oleh komunikasi pemasaran terpadu yang kurang baik. Komunikasi Pemasaran Terpadu (IMC) juga dikenal sebagai pemasaran hubungan, bekerja secara interaktif melibatkan individu tertentu, menggunakan pesan tertentu melalui media tertentu. Keputusan pembelian merupakan urutan proses yang biasa dilakukan oleh setiap konsumen ketika akan mengambil keputusan pembelian. Populasi dalam penelitian ini adalah pelanggan yang selalu melakukan pembelian rutin pada perusahaan yang berjumlah 37 pelanggan. Pengambilan sampel dilakukan dengan menggunakan sampling jenuh (sensus) yaitu teknik pengambilan sampel bila semua anggota populasi dijadikan sampel. Sehingga sampel dalam penelitian ini adalah 37 responden. Penelitian ini menggunakan regresi linier sederhana dan uji-t untuk menguji hipotesis. Hasil penelitian menunjukkan bahwa komunikasi pemasaran terpadu berpengaruh signifikan terhadap keputusan pembelian pada PT. Megah Pusaka Andalas. Dari hasil tersebut, penulis menyarankan perusahaan untuk melakukan beberapa pelatihan kepada petugas pemasaran, agar mereka mengetahui tentang produk, bagaimana menjelaskan peraturan perusahaan tentang penjualan, kontrak, dan kriteria dan kelebihan produk.

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