Pengaruh Komunikasi Pemasaran Terpadu Terhadap Niat Muzakki Membayar Dana Zakat, Infaq, Shadaqah Pada Yayasan Nurul Hayat Cabang Tuban

Abstract: This study aimed to find out the effect of integrated marketing communication which consist of advertising, public relation, direct marketing, and personal selling to muzakki’s intention paying zakah, infaq, shadaqah funds at Nurul Hayat Foundation Branch Tuban. Primary data of this research is taken by questionnaires with samples are 98 respondent is taken by simple random sampling. This research uses quantitative approach with multiple linear regresion analysis.
The result of this research showed that integrated marketing communication (advertising, public relation, direct marketing, and personal selling) simultaneously influence muzakki’s intention. While partially, only two variables that are advertising and public relation have influence to muzakki’s intention. And exogenous variables which is the most dominant influence endogenous is public relation.
Nurul Hayat Foundation branch Tuban should give more attention to each kind of integrated marketing communication, especially personal selling. Beside that, they should give more motivation and training for their employees which work as zakah advisor. For further research, it can be research about marketing mix is done by a kind of the other institution, with the result that will find out more extensive research about factors that influence muzakki pay or distribute zakah, infaq, shadaqah funds at zakah institution.
Keywords: integrated marketing communication, advertising, public relation, direct marketing, personal selling, muzakki’s intention
Penulis: Milla Rahma Fiqhyany, Ari Prasetyo
Kode Jurnal: jpmanajemendd141261

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