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.

[thumbnail of Title] Text (Title)
Title.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (1MB)
[thumbnail of Abstract]
Preview
Text (Abstract)
Abstract.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (117kB) | Preview
[thumbnail of ToC] Text (ToC)
ToC.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (380kB)
[thumbnail of Chapter1]
Preview
Text (Chapter1)
Chapter1.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (214kB) | Preview
[thumbnail of Chapter2] Text (Chapter2)
Chapter2.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (414kB)
[thumbnail of Chapter3] Text (Chapter3)
Chapter3.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (285kB)
[thumbnail of Chapter4] Text (Chapter4)
Chapter4.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (467kB)
[thumbnail of Chapter5] Text (Chapter5)
Chapter5.pdf
Restricted to Registered users only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (193kB)
[thumbnail of Bibliography]
Preview
Text (Bibliography)
Bibliography.pdf
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (258kB) | Preview
[thumbnail of Appendices] Text (Appendices)
Appendices.pdf
Restricted to Repository staff only
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (655kB)

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.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Ciwira, Karen Citra
NIM1401020263
UNSPECIFIED
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Fang, Eddy
NIDN0110018704
eddy.mdn@lecturer.uph.edu
Uncontrolled Keywords: marketing communication, consumer behavior, marketing
Subjects: H Social Sciences > HB Economic Theory
Divisions: University Subject > Current > Faculty/School - UPH Medan > Business School > Management
Current > Faculty/School - UPH Medan > Business School > Management
Depositing User: rony lubis
Date Deposited: 05 Mar 2021 07:41
Last Modified: 20 Jan 2022 10:26
URI: http://repository.uph.edu/id/eprint/11640

Actions (login required)

View Item
View Item