ANALISIS PENGARUH INTEGRATED MARKETING COMMUNICATION (IMC) TERHADAP DECISION MAKING MASYARAKAT MENGGUNAKAN PRODUK RAHN (STUDI KASUS NASABAH PT. BPRS BHAKTI SUMEKAR KCP RUBARU, SUMENEP- MADURA)

Amin Yasin, NIM.: 16820124 (2021) ANALISIS PENGARUH INTEGRATED MARKETING COMMUNICATION (IMC) TERHADAP DECISION MAKING MASYARAKAT MENGGUNAKAN PRODUK RAHN (STUDI KASUS NASABAH PT. BPRS BHAKTI SUMEKAR KCP RUBARU, SUMENEP- MADURA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of this research was to determine the effect of integrated marketing communication (X) on people's decision making (Y) using Rahn's products. IMC variables studied were advertising, sales promotion and public relations case studies on customers of PT. BPRS Bhakti Sumekar KCP Rubaru, Sumenep-Madura. The research was conducted using causal, quantitative, data sources and data collection tools through questionnaires to 58 samples. Data processing using SPSS 24. Data analysis technique using multiple linear regression analysis. The results showed that the variable Advertising (X1) and Public Relations (X3) had a significant positive effect on public decision making (Y) using Rahn's product, while sales promotion (X2) had no effect.

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