PENGARUH STRATEGI KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT. SUMATERA BERLIAN MOTORS MEDAN - AMPLAS

Abstract

Marketing communication strategy is one of the tools or ways to achieve goals in providing information, influencing and promoting a marketing activity to achieve the goals of the company.This study aims to determine the effect of marketing communication strategies on purchasing decisions for
Mitsubishi cars at PT. Sumatra Berlian Motors Medan Amplas. The population in this study were all consumers/customers who came to the Showroom of PT. Sumatra Berlian Motors Medan Amplas. In this study, data were collected through a questionnaire method for 95 respondents who were obtained
using non-probability sampling techniques. The type of data in this study is quantitative data analysis, quantitative analysis includes validity and reliability tests, classical assumption test, hypothesis testing through F test and t test and analysis of the coefficient of determination (R2). The data analysis technique used is multiple linear regression analysis using the SPSS Version 21 application. The results show that the marketing communication strategy consisting of Advertising (X1), Personal Selling (X2), Direct Selling (X3) simultaneously has a significant effect on purchasing decisions. (Y) Mitsubishi brand car at PT. Sumatra Berlian Motors Medan Amplas. Therefore, the need for a wellexecuted marketing communication strategy in attracting consumers' interest in making purchasing
decisions on the purchase of Mitsubishi car brands at PT. Sumatra Berlian Motors Medan Amplas.