Susilawati, Siska (2016) INTEGRATED MARKETING COMMUNICATION (IMC) DALAM MENINGKATKAN KEPUTUSAN MEMBELI (STUDI PADA CV. MIRANDA MODA INDONESIA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Integrated Marketing Communications becomes one of important element in implementing the vision of creative industries people in making Indonesia a qibla of muslim fashion in the world on 2025. The purpose of this research is to knowing how big IMC’s influences to consumer’s decisions in buying muslim fashion is. Kotler gives a description that IMC are advertising, sales pomotion, public relation, personal selling, and direct marketing which those are also promotion mix. This research methode is survey by questionaire to get data that given to 97 Hijabers Community Jakarta Member. The research result shows that, advertising gives good influence by the percentage of 69,68%, sales promotion gives good influence by the percentage of 71,24%, public relation gives good influence by the percentage of 71,21%, the next is personal selling which gives the best influence by the percentage of 83,29%, and the last id direct marketing which gives good percentage of 74,57%. Entirely, IMC gives a major influence of consumers’s decision in buying muslim fashion by the percentage of 72,12% Key words: Integrated Marketing Communicaton, Consumer’s Buying Decision

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