Pengaruh Bauran Komunikasi Pemasaran Terhadap Keputusan Pembelian (Studi Kasus pada Produk Mie Instant Indofood Semarang)

Muhammad Chaerul Latief

Abstract


The aim of the research to know the influence of the integrated communication

marketing toward  the decision of purchasing  lndofood  instant noodles product  either partial  or simultant.  This research used survey method and the analysitool Double Regression.   It is  concluded  that,  as  a partial,  there  are four   of five  independent variables   which   have  a  significant   influence  toward  the  decision   of   consumer purchasing  Indofood noodles instant product.  These are advertising, personal selling, sales  promotion   and  public  relation.   Direct  marketing  doesn't   have  a  significant influence toward the decision of purchasing  lndofood noodles instant product. Simultaneously,  independent, variable has a significant influence toward the decision of a noodles instant product.


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DOI: http://dx.doi.org/10.26623/themessenger.v1i1.172

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