BAURAN KOMUNIKASI PEMASARAN DAN KEPUTUSAN MEMBELI

Hapsari Tunggadewi. D0208024. MARKETING COMMUNICATION MIX AND BUYING DECISION (Correlation Study about influence of Marketing Communication Mix to Batik Buying Decision in the Consumer of Batik Danar Hadi Surakarta) Clothing has become human life’s primary need, from many kinds of material and model of cloth available in market, batik is an innovation which arises great demand from any circles of society, such as ages, gender, and profession. Solo as world heritage is the place where Batik Danar Hadi was born, one of the big batik company in Indonesia. It’s good Marketing strategic is able to maintain it’s existence up to now. It is Marketing Communication Mix which do increase selling . That’s why, the research intends to find out whether marketing communication mix of Danar Hadi Solo has influence to batik product buying decision in Danar Hadi Solo. The aim of this research is to find whether there is any correlation between advertising and the decision of buying batik product, correlation between personal selling and the decision of buying batik product, correlate between sales promotion and the decision of buying batik product, correlate between public relation and the decision of buying batik product, or a correlation between all of those and the decision of buying batik product. This research is considered a correlational quantitative explanative research. The methods applied in this research are survey and interview. The population are Solo citizen who are familiar with batik Danar Hadi and also those who have ever visited PT. Batik Danar Hadi exhibition. In this case, the number of population is not limited as in the sample which is 100 people. Principle data collecting technique is by questionnaire. Data analyze technique use simple correlation analyze and multiple correlation. The result of this research shows that each variable influences each other. The statement is based on the result of the research which shows t-count of these four variables (t-count for advertising is 2,74, personal selling is 6,68. sales promotion is 7,38 and public relation is 8,79), is bigger than t table (t student), that is 2, 626. So, statistic hypothesis which say “The higher the advertising, personal selling, sales promotion, and public relation, the higher the batik product buying decision in PT. Batik Danar Hadi Solo’s consumer.” can be accepted. Based on that result, the five alternative hypothesis proposed are accepted