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Pengaruh Integrated Marketing Communication (imc) Terhadap Repurchase Decisions Di Auto2000 Sanur, Bali

Year: 2024

Type: article

Abstract: The aim of this study is to analyze the impact of Integrated Marketing Communication (IMC) and its influence on the decision to re-purchase a Toyota car in Auto2000 Sanur, Bali. This research uses quantitative research methods. The samples were obtained by purposive sampling and the number of samples was determined by the Slovin formula, which is 89 respondents. The data processing techniques in this study are assisted by the SPSS version 25 program and use data analysis techniques such as validity tests, reliability tests, classical assumption tests, regression analysis, f tests, t tests, and determination coefficients. The results of the study show that simultaneously the IMC has a significant influence on the re-purchase decision. Integrated Marketing Communication gave an impact of 77.3% on re-purchase decisions and other factors not studied in this study gave an influence of 22.7%. Kata kunci: Marketing communications, IMC, Integrated Marketing Communication, repurchase decisions

Source: EKBIS (Ekonomi & Bisnis)

DOI: 10.56689/ekbis.v12i2.1477

Authors: A.A Istri Ananda Shinta Dewi, Kadek Dwi Cahaya Putra, Ni Luh Putu Inten Rumini

Institution: Politeknik Negeri Bali

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405940308

FWCI:

Cites: 5

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Related to: 10