MARKETING COMMUNICATION MIX AND CONSUMER PURCHASE INTENTION FOR PS DJERAM: AN ANALYTICAL STUDY

Abstract

This research was conducted with the aim of examining the impact of the Marketing Communication Mix on consumer purchase intentions of PS Djeram, which is a cigarette product made by PT Margantara Jaya in Malang. The variables that are the object of research are Advertising (X1), Personal Selling (X2), Sales Promotion (X3), and Mobile Marketing (X4). In this study, the analytical tool used is multiple linear regression analysis. The population used as the sample for this study were PS Djeram consumers who made purchases in the target market area of PT Margantara Jaya, namely in Sumbawa, Bima and Lombok, for one month. The number of respondents in this study were 188 people. The results of the study show that the variables Advertising (X1), Personal Selling (X2), Sales Promotion (X3) and Mobile Marketing (X4) have a significant influence on the buying interest of PS Djeram consumers. Based on these findings, companies are advised to maintain aspects that are considered good by consumers and improve aspects that are considered unfavorable. In addition, future research can add other variables that have been used in previous research to broaden understanding of the factors that influence PS Djeram consumer purchase intentions.