This study aims to examine and analyze the
influence of marketing communication on consumer
purchase intention mediation costumer attitude in the
Multimedia product PT. BALAI PUSTAKA (Persero).
Little is known about whether consumers have a
relatively positive or negative attitude toward
relationship marketing practices.
The data used in this research are primary data
derived from questionnaires to 175 respondents using
purposive sampling in Indonesia. This research uses
descriptive method and explanatory with a quantitative
approach, the analysis was carried out using SEM Lisrel
The study resulted in the finding that marketing
communication, does not influence directly toward
purchase intention but if intervening with customer
attitude, all the indicators will have an effect on
The findings provide guidelines for PT. Balai
Pustaka to make customer attitude more positive toward
selling product, developing a value proposition and have
better promotion mix for multimedia product
promotion. The limitation in this research is only focused
on marketing communication, for future research can
using another variable such as promotion mix, 4p, etc.
Keywords : Marketing Communication, Attitude, SEM,Theory Planned Behavior, Purchase Intention.