Research Paper
Year: 2019 | Month: December | Volume: 6 | Issue: 12 | Pages: 282-287
The Influence of Integrated Marketing Communication Strategy against Buying Decision through Brand Awareness and Brand Image at Ayam Geprek Bensu Medan
Eni Kusuma Amalia Ningrum1, Endang Sulistya Rini2, R. Hamdani Harahap2
1Postgraduate Students, 2Postgraduate Lecturer,
Department of Management, Faculty of Economics and Business at Universitas Sumatera Utara, Indonesia
Corresponding Author: Eni Kusuma Amalia Ningrum
ABSTRACT
In business activity, integrated marketing communication, brand awareness and brand image becomes the most influence thing in buying decision. Integrated marketing communication, brand awareness and brand image are phenomenon in business activity, without the factors that can influence this business activity the company will be faced by the risk, where the company could not run well. This research is aimed to know and analyze the influence of integrated marketing communication strategy against the buying decision through brand awareness and brand image at Ayam Geprek Bensu Medan. The population at this research is the customer of Ayam Geprek Bensu Medan as amount of 120 respondent, where this research was done in September 2018. This sample in this research is amount of 120 persons because the number of of the respondent < 100, so all of the respondents become sample. The data were taken by spreading questionnaires to respondents. The data analysis tool uses descriptive analisis and path analysis by using SPSS software. The research result shows that integrated marketing communication influence positif and signifikan against brand awareness. Integrated marketing communication influences positively and significantly against brand image. Integrated marketing communication influences positively and significantly against buying decision. Integrated marketing communication influences positively and significantly against buying decision through brand awareness. Integrated marketing communication influences positively and significantly against buying decision through brand image.
Key words: Integrated Marketing Communication, Buying Decision, Brand Awareness, Brand Image
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