CHARISMA AGUNG, MAULVI (2015) PENGARUH STRATEGI INTEGRATED MARKETING COMMUNICATIONS (IMC)“BERNIAGA.COM” TERHADAP MINAT BELANJA ONLINE (Survey Pada Mahasiswa Universitas Sultan Ageng Tirtayasa Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

Indonesian people used online media as media support day-to-day activities. Meanwhile, the corporate strategy, online media is used as a means of marketing communications marketing reach widely. In Indonesia, the online media strategy used by Berniaga.com by using Integrated Marketing Communications (IMC), seperti Advertising, Sales Promotions, Public Relations, Personal selling dan Direct Marketing with the aim to attracton online shopping in the community, so it is easy to under standand interesting for marketing communications. The research objective was to Influence Strategies Integrated Marketing Communications (IMC) "Berniaga.com" with online shopping interests on students Untirta. This study uses an explanatory (Cause and Effect) by looking Strategies Integrated Marketing Communications (IMC) Berniaga.com with interest in shopping online, using theory-Information Processing McGuire to see the stages of change in attitude. The results of this study showed that the correlation coefficient between the strategy of Integrated Marketing Communication (IMC) "Berniaga.com" with online shopping onstudent interest Untirta there is strong correlation. The relationship is positive and significant. Then the calculation of the coefficient of determination with a probability level of sign. 0,000. Figures 0.000 < 0.05 then rejected h0 and h1 received and f arithmetic > f table then h0 rejected and h1 accepted. his means that there are significant strategic use of Integrated Marketing Communication (IMC) "Berniaga.com" against online shopping interest in students at the University of Sultan Ageng Tirtayasa Serang.

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