PENGARUH KOMUNIKASI PEMASARAN TERPADU TERHADAP KEPUTUSAN PEMBELIAN (SURVEI PADA KONSUMEN MIROTA KAMPUS JALAN C. SIMANJUNTAK KOTA YOGYAKARTA)

One of the most important things in the success of a business is to provide comfort for consumers or customers. A convenience that gives a positive value in making consumer decisions to buy back at a supermarket. Purchasing decisions are influenced by smart communication strategies. One of them is integrated marketing communication which has important strategic indicators in the form of advertising, sales promotion, public relations, personal sales and direct marketing. This type of research uses a quantitative approach. The population in this study amounted to 96 people and the samples taken in this study were consumers Mirota Campus C. Simanjuntak City of Yogyakarta. Data was collected by distributing questionnaires using a Likert scale to measure respondents' answers. The final result of data analysis is done through a simple linear regression analysis test. The results showed that integrated marketing communication influenced purchasing decisions on Mirota Kampus Street C. Simanjuntak, Yogyakarta City. This shows that the significance value of 0,000 is smaller than 0.05 (0,000