PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP MINAT MEMBELI PROPERTY (Studi Pada Djagad Land di Wilayah Malang Raya)

Currently online marketing is a new opportunity in marketing techniques. It can be seen from all people in big cities that it is no stranger to hear the internet, especially with social networks such as Facebook, Twitter and others. Not infrequently, they must have accessed the internet and used it for commercial purposes, one of which is buying property products. The purpose of this study is to determine the significant effect of using Integrated Marketing Communication Strategy on Property Purchase Decisions at Djagad Land in the Greater Malang Region. The theoretical approach used is Integrated Marketing Communication from Hanafi and Wahab (2016) and Purchase Decision from Kotler and Keller (2010). The paradigm in this study is the paradigm of positivism, the approach applied in this research is quantitative, this research uses associative explanatory research. The basis of this research is survey research conducted online. The minimum sample used in this study is 64 consumers of Djagad Land in the Greater Malang area from 2019 to 2020. The data analysis in this study uses simple linear regression. The results in this study indicate that there is a positive or unidirectional and significant influence of the Integrated Marketing Communication strategy on Property Purchase Decisions at Djagad Land in the Greater Malang Region, if Integrated Marketing Communication increases it will have an impact on increasing Purchase Decisions. The conclusion of this study is that it is known that there is a positive or direct and significant influence of Integrated Marketing Communication (IMC) (X) on Purchase Decisions (Y) on Djagad Land consumers in the Greater Malang Region