The Role of Integrated Marketing Communication On Consumer Decision-Making Process

Peranan Komunikasi Pemasaran Bersepadu terhadap Proses Membuat Keputusan Pelanggan


  • 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



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


 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.


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DOI: 10.33102/sainsinsani.vol6no1.210
Published: 2021-06-01
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How to Cite

Puspanathan , C. A. ., Yi Wen, E., Ke Ni, L. ., Tze Hui, L. ., & Xue Yee, L. . (2021). The Role of Integrated Marketing Communication On Consumer Decision-Making Process: Peranan Komunikasi Pemasaran Bersepadu terhadap Proses Membuat Keputusan Pelanggan . Sains Insani, 6(1), 173-184.

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