The Influence of Public Relations and Direct Marketing on Purchase Decisions

Abstract

Competition in the paint industry tends to increase, make PT. ICI Paints Indonesia keep trying to increase sales by creating a promotional mix strategy through public relations and direct marketing activities so that consumer purchasing decisions should be maintained. The purpose of this study is to determine the influence of public relations and direct marketing to consumer purchasing decisions PT. ICI Paint especially Dulux users. This research uses the quantitative method. Analytical techniques used are multiple linear regression, F test, and T-test. The renewal of this study is still at least research that examines the influence of public relations strategy and direct marketing to purchase decisions. The results showed the simultaneous impact of public relations and direct marketing to Purchase decisions