ANALYSIS OF MARKETING COMMUNICATION AND ITS EFFECT ON CONSUMER PURCHASE INTENTION OF GOLD METAL AT PT. PEGADAIAN (PERSERO) MANADO UTARA BRANCH
ABSTRACT: Marketing
Communication becomes increasingly necessary in today’s competitive
environment. In their effort to introduce a product to public, company should
provide trusted information about the product so it can attract public
attention. Marketing communication becomes important for PT. Pegadaian
(Persero) Manado Utara Branch to think seriously about how they can compete
effectively with other financial institutions that provide gold metal product.
This research is using associative method with multiple regression analysis
technique. Questionnaires are distributed to 100 respondents who are the
consumers on gold metal. This study found that marketing communication
influence on consumer purchase intention simultaneously, while advertising has
negative significant and other variables positively significant influence on
consumer purchase intention partially, where personal selling is the most
dominant variable. Author has recommended that the head of PT. Pegadaian (Persero)
Manado Utara Branch need to extensively and widely advertise the gold metal’s
information through prints media and electronics, because the more people
watch, listen, and read the advertisement, the more it will increase consumer
purchase intention.
Author: Merry Christy Ering,
Merinda Pandowo
Journal Code: jpmanajemengg150054
