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
