The impact of integrated marketing communication towards customers buying behavior at PT. Bank Mestika Dharma, Tbk. Capem Gatot Subroto

Prasetio, Satria (2020) The impact of integrated marketing communication towards customers buying behavior at PT. Bank Mestika Dharma, Tbk. Capem Gatot Subroto. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Marketing is one of the factors that has huge impact towards business because it helps to communicate and understand the customer. In this research, the writer wants to find out if integrated marketing communication does impact customers buying behavior in PT. Bank Mestika Dharma, Tbk. Capem Gatot Subroto. When integrated marketing communication is implemented well enough, marketer might know what the customer’s needs and wants. For this research, there are two hypotheses which are null hypothesis which show no impact, and alternate hypothesis which shows integrated marketing communication does impact customers buying behavior. The research is using a quantitative method. In analyzing the data, the methods used are research instrument test, descriptive statistical analysis, classical assumption test, linear regression analysis, determination test and hypothesis test. Based on the result of this research, the conclusion is that integrated marketing communication does impact customers buying behavior in PT. Bank Mestika Dharma, Tbk. Capem Gatot Subroto. From the test conducted, the result shows that the data is normally distributed, have linear relationship and heteroscedasticity-free. The equation is Y = 18.063 + 0.082 X. Furthermore, the hypothesis test shows that integrated marketing communication has impact towards customers buying behavior as the tcount >ttable and the impact is 8.2%. The findings of this research will act as a reference for company to improve their integrated marketing communication in order to improve the customers buying behavior. For other researchers in the future, it will help them to refer this as their previous research. / Pemasaran adalah salah satu faktor yang mempunyai dampak besar terhadap bisnis karena pemasaran membantu untuk berkomunikasi dan mengerti keinginan konsumen. Pada penelitian ini, penulis akan menemukan apakah komunikasi pemasaran terpadu mempunyai dampak terhadap perilaku pembelian konsumen di PT. Bank Mestika Dharma, Tbk. Capem Gatot Subroto. Ketika komunikasi pemasaran terpadu diterapkan sebaik mungkin, maka tenaga pemasar akan mengetahui apa yang konsumen perlu dan inginkan. Untuk penelitian ini, ada dua hipotesa yaitu null hipotesa yang menunjukkan tidak ada dampak, dan alternate hipotesa yang menunjukkan komunikasi pemasaran terpadu mempunyai dampak terhadap perilaku pembelian konsumen. Penelitian ini menggunakan metode kuantitatif. Dalam menganalisa data, metode yang digunakan adalah tes instrument penelitian, analisis statistik deskriptif, tes asumsi klasik, analisis regresi linear, tes determinasi dan hipotesa. Berdasarkan hasil dari penelitian, kesimpulannya adalah komunikasi pemasaran terpadu mempunyai dampak terhadap perilaku pembelian konsumen di PT. Bank Mestika Dharma, Tbk. Capem Gatot Subroto. Dari tes yang dilakukan, hasilnya menunjukkan bahwa data terdistribusi normal, mempunyai hubungan linear dan bebas dari heteroskedastisitas. Dari hasil penelitian, diperoleh persamaan Y = 18.063 + 0.082 X. Selanjutnya, diperoleh hasil dari tes hipotesa bahwa komunikasi pemasaran terpadu mempunyai dampak terhadap perilaku pembelian konsumen (tcount>ttable) sebesar 8.2%. Temuan dari penelitian ini akan berfungsi sebagai referensi untuk perusahaan guna meningkatkan komunikasi pemasaran terpadu untuk meningkatkan perilaku pembelian konsumen. Selain itu akan membantu peneliti di masa akan datang sebagai jurnal penelitian sebelumnya.

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