The Effect of Marketing Communication toward Purchase Intention of Multimedia Products from Pt. Balai Pustaka (Persero) Consumer Attitude Mediation

Authors : Humannisa R. Lestari, Dr. Achmad Fachrodji MM

Volume/Issue : Volume 5 - 2020, Issue 2 - February

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 Purpose: 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.  Design/Methodology/Approach: 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 8.8.  Findings: 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 purchase intention.  Research Limitations/Implications: 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.


Paper Submission Last Date
30 - November - 2023

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