TA DIGITAL
Analisis Pengaruh Persepsi Harga dan Integrated Marketing Communication terhadap Keputusan Pembelian Produk Speedy dapa PT Telekomunikasi Indonesia Tbk. Divisi Regional IV Jateng dan DIY
The decreasing of sales number caused by the low number of purchasing. The company should apply price perception and integrated marketing communication increase the number of sales. This research aims to determine influence of perception of price and integrated marketing communications on purchasing decisions of Speedy at the PT Telekomunikasi Indonesia Tbk division regional IV Jateng & DIY. The methods of collecting data in this research are observation, questionnaire and literature review. This research using convenience sampling technique for 50 respondents of Speedy’s customer at this company. Types of data are qualitative and quantitative. Quantitative analysis include validity and reliability test, multiple linear regression, hypothesis testing of the F test and T test, and analysis of determination. The result shows that Y=1.205+0.274X1+0.375X2. T test and F test hypothesis shows that both independent variables (X1 and X2) give significant influence to dependent variable (Y) individually and partially. Adjusted R square of 0.201 indicates that the influence of perception of price and integrated marketing communications on purchasing decision for 20.1%. while 79.9% were influenced by other variables that were not included in this research. From the result of this research, it can be concluded that perception of price and and word of mouth communication are influenced on the purchasing decision.
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