THE IMPACT OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER PURCHASE DECISION AT HAWAI WATERPARK MALANG
Abstract
This study aimed to determine the effect of Advertising (X1), Sales Promotion (X2), Interactive Marketing (X3), and Event Marketing (X4) on purchasing decision (Y)  at  Hawai  Waterpark Malang. A total of  215 respondents  were selected on this study using purposive sampling techniques and methods of non- probability sampling by filling out a questionnaire that has been through the test validity and reliability to obtain data. Data were analyzed using multiple linear regressions. The analysis showed that, variable Advertising (X1), Sales Promotion (X2), Interactive Marketing (X3), and Event Marketing (X4) have significant influence  partially  on  purchasing  the  entrance/admission  ticket  to  Hawai Waterpark Malang, with Fcount 38.477 and significance 0,000. The results of this analysis suggest that, variable Advertising (X1) dominant influence by 43% in influencing purchasing decisions. Value Adj. R2 obtain the results for 0.412, which means  the variable advertising (X1), sales promotion (X2),  Interactive Marketing (X3), and event marketing (X4) is able to influence consumer purchase decisions  to  enter Hawai  Waterpark  at  42.3%  and  the  remaining  57.7%  is explained by other factors not discussed in this study.
Â
Keywords:  Advertising,  Sales  Promotion,   Interactive  Marketing,  Event Marketing, and Purchasing Decision.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).