Please use this identifier to cite or link to this item: http://repository.uma.ac.id/handle/123456789/11343
Title: Pengaruh Strategi komunikasi Pemasaran Sepeda Motor Honda Terhadap Minat Beli Konsumen Di Pt.Wahanaartha Ritelindo II Medan
Other Titles: Effect of Marketing Communication on Consumer Interests at PT Wahana Ritelindo II Medan
Authors: Utari, Sri Dewi
Advisor: Barus, Rehia K.I
Novri
Keywords: komunikasi pemasaran;minat beli;marketing communication;purchase interest
Issue Date: 2-Oct-2019
Publisher: Universitas Medan Area
Series/Report no.: NPM;158530009
Abstract: The research was purposed to find out the effect between of the marketing communication mix with consumer buying interest, where PT Wahana Ritelindo II is one of the best-selling distributors in Medan. Based on the theoretical study in Chapter II, a research hypothesis is proposed that states: There is an influence between the marketing communication mix and the consumer buying interest that occurs at PT Wahana Ritelindo II Medan. The data analysis method used in this study is the Spearman Rho Correlation, the following results are obtained: 1). Based on the results of the analysis with the Spearman rho correlation analysis method, it is known that rxy = 0.912 with a significant p = 0.000 <0.050. This means that the proposed hypothesis that there is an influence between marketing communication with consumer buying interest, is declared accepted. 2). The effective contribution of marketing communication variables with buying interest in PT Wahana Ritelindo II was 85%. while the remaining percentage of 14% is caused by other factors
Description: Penelitian ini bertujuan untuk melihat pengaruh antara bauran komunikasi pemasaran dengan minat beli konsumen, dimana PT Wahana Ritelindo II merupakan salah satu distributor terlaris di Kota Medan. Berdasarkan kajian teoritis yang ada dalam Bab II, maka diajukan hipotesis penelitian yang menyebutkan : Terdapat pengaruh antara bauran komunikasi pemasaran dengan minat beli konsumen yang terjadi di PT Wahana Ritelindo II Medan. Metode analisis data yang digunakan dalam penelitian ini adalah Korelasi Spearman Rho , maka diperoleh hasil-hasil sebagai berikut: 1). Berdasarkan hasil analisis dengan metode analisis korelasi spearman rho, diketahui rxy = 0,912 dengan signifikan p = 0.000 <0,050. Artinya hipotesis yang diajukan yaitu ada pengaruh antara komunikasi pemasaran dengan minat beli konsumen, dinyatakan diterima. 2). Sumbangan efektif variabel komunikasi pemasaran dengan minat beli di PT Wahana Ritelindo II sebesar 85%. sementara sisa persentasinya sebesar 14% disebabkan oleh faktor lain
URI: http://repository.uma.ac.id/handle/123456789/11343
Appears in Collections:SP - Communication Science

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158530009 - Sri Dewi Utari - Fulltext.pdfCover, Abstract, Chapter I,II,III, Bibliography1.73 MBAdobe PDFView/Open
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