Open AccessPenerapan Komunikasi Pemasaran terhadap Keputusan Pembelian Konsumen
Author(s) -
Rima Rizki Syahputri,
Nuri Aslami
Publication year - 2021
Publication title -
journal of vision and ideas
Language(s) - English
Resource type - Journals
ISSN - 2809-2643
DOI - 10.47467/visa.v2i1.770
Subject(s) - business , marketing , purchasing , product (mathematics) , marketing communication , marketing mix , advertising , globalization , marketing strategy , return on marketing investment , digital marketing , marketing management , economics , market economy , geometry , mathematics
In the field of marketing, globalization has had a significant impact. Where the market potential is growing, but there is a drawback, namely the increasingly fierce and difficult competition. As a result, marketing in this era of globalization requires more than just producing product improvements, setting lower rates, and distributing goods continuously. Companies, on the other hand, need good marketing communications to promote their products, strengthen their brand image, and generate purchasing decisions. The purpose of this study is to see how the communication mix affects customer purchasing decisions. Advertising, personal selling, sales promotion, direct marketing, and public relations are the five main aspects that make up the marketing communications mix. Where these five parts come together to fulfill the purpose of marketing communication, namely improving product image, which leads to product purchase.
Keywords: Marketing, Marketing Communication, Purchasing