HUBUNGAN KOMUNIKASI PEMASARAN DENGAN KEPUTUSAN PEMBELIAN KONSUMEN KAMPUNG DAUN CULTURE GALLERY & CAFÉ

Abstract

This research aims to identify and analyze the relationship between marketing communications with consumers purchasing decisions Kampung Daun Culture Gallery & Café. This research is a correlational research and using the survey method. This research was done using descriptive and quantitative analysis.  Data were collected through interviews with management Kampung Daun and the distribution of questionnaires to respondents who are consumers Kampung Daun. Hypothesis testing is intended to determine the extent of the relationship of independent variables on the dependent variable. Marketing communications at Kampung Daun rated quite well by the respondents. Based on the respondents, the purchase decision is made to meet their needs. The results showed that the marketing communications which consist of advertising, sales promotion, events and experiences, public relations and publicity, direct marketing and interactive marketing word of mouth, and personal selling, has a significant relationship to the consumer purchasing decisions Kampung Daun Culture Gallery & Café with F_value= 20.082 and the coefficient (R²) = 0.604, partially events and experiences has the most significant relationship to the buying decision with t_value = 4,950.

 

Keywords: Marketing Communication, Purchase Decision