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Anugerah Zega
Universitas Nias
Religion Education Law, Crime, Criminology & Criminal Justice Social Sciences

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THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATIONS ON THE INDIHOME PRODUCT PURCHASE DECISION PROCESS AT PLASA TELKOM NIAS Anugerah Zega; Nov Elhan Gea; Yupiter Mendrofa; Serniati Zebua
Jurnal Ilmiah METADATA Vol. 8 No. 1 (2026): Edition January 2026
Publisher : LPPM YPITI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47652/metadata.v8i1.981

Abstract

This study aims to analyze the influence of integrated marketing communications on the purchasing decision-making process for IndiHome products at Plasa Telkom Nias. Integrated marketing communications is a strategy that combines various promotional channels, such as advertising, sales promotions, direct marketing, and social media, to deliver a consistent and compelling message to consumers. This study used a quantitative approach with a survey technique of 57 IndiHome users at Plasa Telkom Nias. Data were collected through a questionnaire and analyzed using validity and reliability tests, simple linear regression, and t-tests. The results of the study indicate that integrated marketing communications significantly influence purchasing decisions for IndiHome products. A significance value of 0.000 (<0.05) and a calculated t-value of 13.561 demonstrate a strong relationship between the two variables. This means that the better the implementation of integrated marketing communications, the higher the consumer's likelihood of purchasing IndiHome products. This research provides a practical contribution for Plasa Telkom Nias in improving marketing communication strategies to more effectively attract customer interest and strengthen consumer loyalty.
Co-Authors Nov Elhan Gea Serniati Zebua Yupiter Mendrofa