INTEGRATED MARKETING COMMUNICATION ON CONSUMER PURCHASING DECISION FOR GREE AIR CONDITIONER THROUGH ONLINE STORE BEIJING

Abstract

In this study research integrated marketing communication on consumer purchasing decision for Gree air conditioner through the online store in Beijing Gree Electric Appliance Co., Ltd. The total population use convenience sampling total consists of 400 people in Beijing province in China. Use questionnaires as a tool to collect data. A hypothesis was tested with the enter method of multiple regression analysis using purposive sampling and descriptive statistical analysis consisting of frequency, percentage, mean, and standard deviation. The level of statistical significance was set at the 0.05 level. In conclusion, the majority of respondents the majority of respondents had the highest opinions on Integrated marketing communication followed by public relation, sales promotion, personal selling, direct marketing, and online marketing affects consumers' purchasing decisions Gree air conditioner through online stores in Beijing Gree Electric Appliance Co., Ltd which is statistically significant at a level of 0.05 with 59% forecasting power. The summarize these recommendations based on Consumer Purchasing Decision Gree Air Conditioner through the online store. The study suggests that the future implementation for purchasing decision for online marketplace.