Date: 20-09-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

Analisis Pengaruh Komunikasi Pemasaran Langsung terhadap Keputusan Pembelian Tabloid

Detail
Author Yudhi Krisdianto
Category Manajemen Pemasaran

Abstract

This study was to determine marketing communications consisting of Direct Mail, Catalog, Telemarketing, Interactive Marketing simultaneously affect the buying decision, to determine marketing communications consisting of Direct Mail, Catalog, Telemarketing, Interactive Marketing partially influence the buying decision, and to determine which of the variables Direct Mail, Catalog, Telemarketing, Interactive Marketing a dominant influence buying decision. The research proves that Direct Mail factors (X1), Catalog (X2), Telemarketing (X3), Interactive Marketing (X4), simultaneously have a significant effect on product purchasing decisions PT. Real Dharma Press. The results also show that 52.4% of PT product purchasing decisions. Real Dharma Press be explained by variable Direct Mail (X1), Catalog (X2), Telemarketing (X3), Interactive Marketing (X4), and 47.6% or 0.476 due to other variables that are not observed. Research shows Direct Mail variables (X1), Catalog (X2), Telemarketing (X3), Interactive Marketing (X4), partially significant effect on product purchasing decisions PT. Real Dharma Press provable. The test results prove that the catalog variables (X2) dominant influence product purchasing decisions PT. Real Dharma Press (Y) can be accepted.