The  Role of Integrated Marketing Communication On Consumer Decision-Making Process: Peranan Komunikasi Pemasaran Bersepadu terhadap Proses Membuat Keputusan Pelanggan

Clarence Anthony  Puspanathan; Ewe  Yi Wen; Lee  Ke Ni; Lee  Tze Hui; Lee  Xue Yee

doi:10.33102/sainsinsani.vol6no1.210

Authors

Clarence Anthony Puspanathan Universiti Tunku Abdul Rahman
Ewe Yi Wen Universiti Tunku Abdul Rahman
Lee Ke Ni Universiti Tunku Abdul Rahman
Lee Tze Hui Universiti Tunku Abdul Rahman
Lee Xue Yee Universiti Tunku Abdul Rahman

DOI:

https://doi.org/10.33102/sainsinsani.vol6no1.210

Keywords:

Integrated Marketing Communication, promotion, advertising, personal selling, interactive marketing, public relations, consumer decision-making process

Abstract

This research is about how the IMC tools used to inform, persuade and remind targeted audience with the promotion, interactive marketing, advertising, public relations, and personal selling that how they influence the consumer decision-making process. The research will examine the relationship between the promotion, interactive marketing, advertising, public relations, and personal selling with the consumer decision-making process that which was the most effective tools that can affect the consumer decision-making process. This research will be conduct quantitative research that will use a questionnaire to collect data with the random sampling method. The questionnaire will use a 5-point Likert scale and will be distributed online to collect data. Statistical Package of the Social Science will be used to analyze the data that was collected from 382 respondents from Ipoh. The study found that all elements are significantly influenced the consumer decision-making process.

Kajian ini adalah mengenai bagaimana IMC digunakan untuk memberitahu, membujuk dan mengingatkan khalayak yang disasarkan dengan promosi, pemasaran interaktif, pengiklanan, perhubungan awam dan jualan peribadi bagaimana mereka mempengaruhi proses membuat keputusan pengguna. Kajian ini akan mengkaji hubungan antara promosi, pemasaran interaktif, pengiklanan, hubungan masyarakat, dan jualan pribadi dengan proses membuat keputusan pengguna dengan alat yang paling efektif yang dapat mempengaruhi proses membuat keputusan pengguna. Kajian berbentuk penyelidikan kuantitatif yang menggunakan soal selidik untuk mengumpul data dengan kaedah persampelan rawak. Soal selidik menggunakan skala Likert 5 dan diedarkan melalui dalam talian. Pakej Statistik Sains Sosial digunakan untuk menganalisis data yang dikumpulkan daripada 382 responden dari Ipoh. Kajian mendapati semua elemen kajian mempengaruhi proses membuat keputusan pelanggan.

Downloads

Download data is not yet available.

References

Ajayi, O. V. (2017). Primary Sources of Data and Secondary Sources of Data. Distinguish between Primary Sources of Data and Secondary Sources of Data.

Alshare, F. (2018). The Role of the Integrated Marketing Communications in highlighting the competitive advantage in the Jordanian Telecommunication Companies (Orange Company: Study Model). Retrieved from: http://hrmars.com/hrmars_papers/The_Role_of_the_Integrated_Marketing_Communications_in_highlighting_the_competitive.pdf

Anup, S. (2019). Quantitative research: definition, methods, types and example. Retrieved from: https://www.questionpro.com/blog/quantitative-research/

Asiegbu, I. F., Powei, D. M. & Ikura, C. H. (2012). Consumer Attitude: Some Reflections on Its Concept, Trilogy, Relationship with Consumer Behavior, and Marketing Implications. Retrieved from: https://www.iiste.org/Journals/index.php/EJBM/ article/view/2702

Ashley, C., Noble, S.M., Donthu, N. and Lemon, K.N. (2011) Why Customers Won’t Relate: Obstacles to Relationship Marketing Engagement. Journal of Business Research, 64, 749-756. http://dx.doi.org/10.1016/j.jbusres.2010.07.006

Ayoubi, M. (2018). Segmentation, Targeting, and Positioning. Retrieved from: https://www.academia.edu/36922808/Segmentation_Targeting_and_Positioning

Belch,G.E. & Belch, M.A. (ED.) (2003). Advertising And Promotion: An Integrated Marketing Communications Perspective (6th ed).

Bhat, A. (2019) Research Design: Definition, Characteristics and Types. Retrieved from https://www.questionpro.com/blog/research-design/.

Blakstad, O. (2008). Experimental Research. Retrieved from: https://explorable.com/experimental-research

BrandBerry, M. (2016). How Advertising Impacts Consumer Purchase Decision Making. Retrieved from https://medium.com/@BrandBerryMarcom/how-advertising-imapctsconsumer-purchase-decision-making-62415d283d53

Busch, Paul and David T. Wilson (1976), "An Experimental Analysis of a Salesman's Expert and Referent Bases of Social Power in the Buyer-Seller Dyad," Journal of Marketing Research, 13 (February), 3-11. Camilleri, M. A. (2018). Market Segmentation, Targeting and Positioning. Travel Marketing, Tourism Economics and the Airline Product (Chapter 4, pp. 69-83). Springer, Cham, Switzerland.

Clarissa, A. (2014). The Role of Marketing Public Relations in Cognitive Decision-Making Process through the Enhancement of Brand Awareness (A Case of Chevrolet Spin, Product of General Motors Indonesia)

Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective. Journal of Marketing, 54(3), 68. doi: 10.2307/1251817

D. P, J. & K. V, R. (2013). The Role of Advertising in Consumer Decision Making. 14(4).

D’Amico, E. J., Neilands, T. B., & Zambarano, R. (2012). Power analysis for multivariate and repeated measures designs: A flexible approach using the SPSS MANOVA procedure. Behavior Research Methods, Instruments, & Computers, 33(4), 479-484.

Descriptive Research Design - Observing a Phenomenon. (n.d.). Retrieved from: https://explorable.com/descriptive-research-design.

Duralia, O. (2018). Integrated Marketing Communication and Its Impact on Consumer

Behavior. Studies in Business and Economics, 13(2), 92–102. doi: 10.2478/sbe-2018-0022

Ekhlassi, A. (2012). Determining the Integrated Marketing Communication Tools for Different Stages of Customer Relationship in Digital Era. International Journal of Information and Electronics Engineering. doi: 10.7763/ijiee.2012.v2.202

Enginkaya, E., & Yılmaz, H. (2014). What Drives Consumers to Interact with Brands through Social Media? A Motivation Scale Development Study. Procedia - Social and Behavioral Sciences, 148, 219–226. doi: 10.1016/j.sbspro.2014.07.037

Ercis, M.S. (2011). Importance Of Integrated Marketing Communication Components Regarding Brand Promotion And Their Effects On Company Performance: An Empirical Research. Retrieved from: https://core.ac.uk/display/27638898.

Essays, UK. (2018). The Effect Of Advertising On Consumer Decision Making Marketing Essay. Retrieved from https://www.ukessays.com/essays/marketing/the-effect-ofadvertising-on-consumer-decision-making-marketing-essay.php?vref=1

Fadipe S. (2002) Advertising Practice with Nigerian Orientation. Lagos. Christ Publishers Worldwide.

Fill, C (2015) Recent Developments in Below the line Communications. In Marketing Communications: Emerging Trends and Developments (ed. Kimmel). Oxford OUP.

Gitman, L. J., McDaniel, C., Shah, A., Reece, M., Koffel, L., Talsma, B., & Hyatt, J. C. (2018). Retrieved from https://opentextbc.ca/businessopenstax/chapter/the-importance-ofpersonal-selling/.

Greener, S. (2008). Business research methods. Place of publication not identified: BookBoon.

Hussain, M. (2017). Study on consumer Decision Making Process in the selection of Home Cleaning Company. Retrieved from: https://www.theseus.fi/bitstream/handle/10024/134239/HussainMudassar.PDF?sequence=1&isAllowed=y

Hox, J. J., & Boeije, H. R. (2005). Data Collection, Primary vs Secondary. Retrieved from http://www.joophox.net/publist/ESM_DCOL05.pdf

Interactive Marketing: What is Interactive Marketing? (2012). Retrieved from https://www.marketing-schools.org/types-of-marketing/interactive-marketing.html.

Integrated Marketing Communication. (2016). Eco Forum Journal. Retrieved from http://www.ecoforumjournal.ro/index.php/eco/article/viewFile/417/264

Integrated Marketing Communication. (2016). International Journal of Marketing and Technology, 6(9). Retrieved from https://s3.amazonaws.com/academia.edu. documents/55858817/IJMRA-10368.pdf?response-content-disposition=inline; filename=Integrated_Marketing_Communication_A_Lit.pdf&X-Amz-Algorithm=AWS4HMACSHA256&X-AmzCredential=AKIAIWOWYYGZ2Y53UL3A/20191105/us-east-1/s3/aws4_request&X-Amz-Date=20191105T131140Z&X-Amz-Expires=3600& X AmzSignedHeaders=host&X-Amz-Signature=5c2d59ef3bf95748f1acfe843e3f47e96acc3e1b929502f3e7fa9d1c130e236c

Interactive Marketing and Its Impact on Customer Satisfaction. (2012). Journal of Management and Business Research, 12(14). Retrieved from https://pdfs.semanticscholar.org/7373/19a11ebc25b6233bbe82141351c43e27b46a.pdf

Jamieson, S. (2004). Likert scales: how to (ab)use them. Medical Education, 38(12), 1217–1218. doi: 10.1111/j.1365-2929.2004.02012.x

Joseph, K. O. (2011). Integrated Marketing Connnunication: A Catalyst for the Growth ofEBusiness Managemen. Retrieved from:http://eprints.covenantuniversity.edu.ng/6583/1/64-73.pdf.

Jospeh, K. O. (2013). Integrated Marketing Communications and Consumers Patronage if Nugerian Beverage Products. Retrieved from: http://eprints.covenantuniversi ty.edu.ng/7836/1/CU03GP0024%20%20Kehinde%20Oladele%20Joseph.pdf

Kasmini. (1997). Prevalence of overweight and obese school children aged between 7 to 16 years amongst the major 3 ethnic groups in Kuala Lumpur, Malaysia. Retrieved from http://apjcn.nhri.org.tw/server/apjcn/6/3/172.htm.

Katua, N. T. (2014). The Role of SMEs in Employment Creation and Economic Growth in Selected Countries. International Journal of Education and Research, 2. Retrieved from https://www.ijern.com/journal/2014/December-2014/39.pdf

Kayode, O. (2014). Retrieved from https://bookboon.com/en/marketing-communicationsebook.

Kehinde, O. J. (2011). Integrated Marketing Connnunication: A Catalyst for the Growth ofEBusiness Management. pp. 64-73

Kemppi, V. (2016). Leading factors affecting buying decision making in a mobile business market. Retrieved from: https://www.theseus.fi/bitstream/handle/10024/112581/Ville_Kemppi.pdf?sequence=1&isAllowed=y

Kitchen, P.J., Tao.L. (2015). Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective. http://dx.doi.org /10.1080/02650487.2005.11072904.

Kotler, P. T., & Armstrong, G. (2013). Principles of marketing (15th ed.). New Jersey: Pearson Prentice Hall.

Kothari, C. R. (2014). Research methodology: methods and techniques. New Delhi: New Age International (P) Limited, Publishers.

Kumar, R. (2009). Research methodology: a step-by-step guide for beginners. Los Angeles: Sage.

Lautiainen, T. (2015). Factors affecting consumers’ buying decision in the selection of a coffee brand. Retrieved from: https://www.theseus.fi/bitstream/handle/10024/94486/ Lautiainen_Tanja.pdf?sequence=1

Levin, K. A. (2006). Study design III: Cross-sectional studies. Evidence-Based Dentistry, 7(1), 24–25. doi: 10.1038/sj.ebd.6400375

Lumen, (2019). Social Influences on the Consumer Decision Process. Retrieved from https://courses.lumenlearning.com/boundless-marketing/chapter/social-influences-onthe-consumer-decision-process/

Madhavaram, S. E., Badrinarayanan, V. E., & Mcdonald, R. E. (2013). INTEGRATED MARKETING COMMUNICATION (IMC) AND BRAND IDENTITY AS CRITICAL COMPONENTS OF BRAND EQUITY STRATEGY: A Conceptual Framework and Research Propositions. Journal of Advertising, 34(4), 69–80. doi: 10.1080/00913367.2005.10639213

Makanyeza, C. (2014). Measuring Consumer Attitude towards Imported Poultry Meat Products in a Developing Market: An Assessment of Reliability, Validity and Dimensionality of the Tri-Com. Retrieved from: https://pdfs.semanticscholar.org/06ec/9f8c94b6b10b699ca8e693fa83aef38ae4a3.pdf

Mao, Y., Zhu, J., & Sang, Y. (2014, September). Consumer Purchase Intention Research Based on Social Media. Retrieved from http://ijbssnet.com/journals/Vol_5_No_10_1_September_2014/12.pdf.

Melnikova,N., Naumenko, T. & Smakotina, N. (2016). Integrated marketing communications and their role in economy and education. Retrieved from: https://www.researchgate.net/publication/305891840_Integrated_marketing_communications_and_their_role_in_economy_and_education.

Mihart, C. (2012). Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process. Retreived from: https://www.researchgate.net/publication/267422434_Impact_of_Integrated_Marketing_Communication_on_Consumer_Behaviour_Effects_on_Consumer_Decision_-_Making_Process.

Mike, T. (2017). How advertising affects behavior. Retrieved from https://www.infront.com/the-blog/internet-marketing/the-blog/how-advertisingaffects-consumer-behavior

Munthiu, M. C. (2009). The buying decision process and types of buying decision behaviour. Retrieved from: http://uamsibiu.ro/publicatii/Series%20A%20-%20Economic%20Sciences/2009%20vol2%20no4%20web/2009%20vol2%20no4%20EcSci%2010%20Paper%20Munthiu.pdf

Naeem, B., Bilal, M., Naz, U. (2013). Integrated Marketing Communication: A Review Paper. Retrieved from: https://journalarchieves35.webs.com/124-133.pdf.National Health and Morbidity Survey 2017. (2017). Retrieved from http://iku.moh.gov.my/images/IKU/Document/REPORT/NHMS2017/ANS_KUALALUMPUR.pdf.

Nguyen, T. H., & Gizaw, A. (2014). Factors that influence consumer purchasing decisions of Private Label Food Products.

Ong, C. C. (2016). Factors Affecting Consumer Buying Decision of E-Commerce. Retrieved from: https://insync.co.in/top-10-factors-influencing-ecommerce-consumers-purchasedecision/

Pahwa, A., & Aashish. (2019, August 16). What Is Public Relations? PR Functions, Types, & Examples. Retrieved November 15, 2019, from https://www.feedough.com/what-is-public-relations-pr-functions-types-examples/.

Patricia, M. (2014). 5 Ways You Can Influence Consumer Purchasing Decisions: New Research. Retrieved from https://www.socialmediaexaminer.com/5-ways- brandscan-influence-consumer-purchasing-decisions/

Pawar, A.V. (2014). Study Of The Effectiveness Of Online Marketing On Integrated Marketing Communications. (Master’s thesis, DY Patil University, Navi Mumbai). Retrieved from: http://www.dypatil.edu/schools/management/wpcontent/uploads/2015/05/Study-Of-The-Effectiveness-Of-Online-Marketing-OnIntegrated-Marketing-Communication-Amruta-Pawar.pdf.

Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing. International Journal of Advertising, 22(1), 93–115. doi: 10.1080/02650487.2003.11072841. pp.37-45.

PERSONAL SELLING. (2019, November 15). Retrieved November 15, 2019, from https://www.referenceforbusiness.com/small/Op-Qu/Personal-Selling.html.

Population of Cities in Malaysia. (2019). Retrieved from http://worldpopulationreview.com/countries/malaysia-population/cities/.

Promotion: What is Promotion, Types, Concepts and Solved Examples. (2019, July 10). Retrieved November 15, 2019, from https://www.toppr.com/guides/businessstudies/marketing/promotion/.

Purchasing (1984), "Complete Salesmanship: That's What Buyers Appreciate" (August), 59-66.

Rahul, S. (2015) IMC: A tool for building competitive advantage. 2(2).

Ramya , N. M., & Ali, S. A. M. (2016). Factors Affecting Consumer Buying Behavior. doi:10.15242/dirpub.dirh0117028

Rani, P. (2014). Factors Influencing Consumer Behaviour. Retrieved from: http://www.ijcrar.com/vol-2-9/Pinki Rani.pdf

Relationship marketing engagement. Journal of Business Research, 64, 749-756. Research Methodology. (November 08, 2019). Retrieved from https://researchmethodology.net/causal-research/.

Research Methods. (November 08, 2019). Retrieved from https://researchmethodology.net/research-methods/.

Solomon, M. R., Dahl, D. W., White, K., Zaichkowsky, J. L., & Polegato, R. (2014). Consumer behavior: buying, having, and being. Upper Saddle River, NJ: Prentice Hall.

Setia, M. (2016). Methodology series module 3: Cross-sectional studies. Indian Journal of Dermatology, 61(3), 261. doi: 10.4103/0019-5154.182410

SIS International Market, (2018). What is quantitative research? Retrieved from https://www.sisinternational.com/what-is-quantitative-research/

Srivastava, M. (2013). Building a Sustainable Competitive Advantage. Journal of Technology Management and Innovation. Retrieved from https://scielo.conicyt.cl/scielo.php?script=sci_arttext&pid=S071827242013000200004

Stávková, J., Stejskal, L., & Toufarová, Z. (2008). Factors influencing consumer behaviour. Agricultural Economics (Zemědělská Ekonomika), 54(No. 6), 276–284. doi: 10.17221/283-agricecon

Swan, J. E., I. F. Trawick, and D. W. Silva (1985), "How Industrial Salespeople Gain Customer Trust," Industrial Marketing Management, 14 (3), 203-11.

Tashrifa, H. & Shadman, S (2017). A Study On The Influences of Advertisement On Consumer Buying Behavior. Retrieved from: https://www.abacademies.org/articles/astudy-on-the-influences-of-advertisement-on-consumer-buying-behavior-7177.html

The Internet Users Survey. (2018). Retrieved from https://www.skmm.gov.my/skmmgovmy/media/General/pdf/Internet-Users-Survey2018.pdf.

Theo J M Van, V. (2002, September). (PDF) Ways to study - Descriptive research. Retrieved from: https://www.researchgate.net/publication/236007566_Ways_to_study_-_Descriptive_ research.

Umbreen, U. & Ali, T. (2013). Impact of Integrated Marketing Communication on Consumers Purchase Decisions. Retrieved from: https://pro-papers.com/contributing/integrated-marketing-communications-part-2

Vieites, L. V. M. (2014). Athlete Endorsement As A Marketing Strategy: A Case Study Of Nike And Michael Jordan (Degree thesis, University Abat Oliba CEU). Retrieved from: https://www.socialmediatoday.com/ content/somolo-marketing-nike-case-study.

Sharma, R. (2015). IMC: A Tool for Buliding Competitive Advantages. Retrieved from: http://ijcem.in/wpcontent/uploads/2015/06/IMC_A_Tool_for_Building_Competitive_Advantage.pdf

Shamout, M. D. (2016). The Impact of Promotional Tools on Consumer Buying Behavior in Retail Market. International Journal of Business and Social Science. doi:10.2139/ssrn.2623449

Wang, X. L., & Montgomery, A. L. (2003). The Effects of Advertising on Customer Retention and the Profitability of Auctions. Tepper School of Business. What is Advertising? Definition of Advertising, Advertising Meaning. (2019). Retrieved from: https://economictimes.indiatimes.com/definition/advertising.

Wilkinson, D., & Birmingham, P. (2003). Using Research Instrument: A Guide For Researchers. New York: Routledge Falmer. Wyk, B. V. (n.d.) Research design and methods Part I. Retrieved from https://www.uwc.ac.za/Students/Postgraduate/Documents/Research_and_Design_I.pdf.

Yamin, A. (2018). Analysing the Role of Integrated Marketing Communication: Significance of Incorporation with Social Medias. Retrieved from: https://www.researchgate.net/publication/324561217_Analyzing_the_Role_of_Integrated_Marketing_Communication_Significance_of_Incorporation_with_Social_Medias

Yeboah, A. (2013). European Journal of Business and Management. Integrated Marketing Communication: How Can It Influence Customer Satisfaction? , 41–57. doi: 10.1057/9781137340696.0015