Patricia Margy Ariana Primary Author mixed material bibliography Jakarta LSPR 2024 en English

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This quantitative study examines the impact of Integrated Marketing Communication (IMC) on the purchase decisions of Aston Hotels Indonesia, with brand image serving as an intervening variable. Utilizing a positivist paradigm, the research was conducted with a sample of 385 respondents, selected through purposive sampling. Data were analysed using path analysis and multiple linear regression. The results indicate a significant positive relationship between IMC and brand image, as well as between IMC and purchase decisions. Specifically, the regression coefficient for IMC on brand image was found to be 0.456, and for IMC on purchase decisions, it was 0.936. Furthermore, brand image also significantly influences purchase decisions with a regression coefficient of 0.695. In detail, the combined influence of IMC and brand image on purchase decisions was notable, explaining 80.9% of the variance. The path analysis highlighted that IMC has a direct effect of 0.803 on brand image and 0.577 on purchase decisions, while brand image has a direct effect of 0.368 on purchase decisions. These findings underscore the critical role of IMC in enhancing brand image and driving consumer purchase decisions at Aston Hotels Indonesia. The research provides valuable insights for marketing professionals at Aston Hotels, suggesting that a focus on integrated and cohesive marketing communications can lead to improved brand image and increased customer engagement. Practical recommendations include enhancing digital marketing efforts, maintaining consistent messaging across all channels, and leveraging customer feedback to refine IMC strategies. Keyword:Integrated Marketing Communication, Brand Image, Purchase Decisions thesis Business Communication Management Ulani Yunus 2024 Patricia Margy Ariana NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.BCM.025.24 S202620SP Hanya Tersedia Softcopy. S2.BCM.025.24 cover_skripsi.jpeg.jpeg 9250 2025-02-17 13:27:12 2025-02-18 14:06:51 machine generated