PENGARUH INTEGRATED MARKETING COMMUNICATION DAN SOCIAL FACTOR TERHADAP ATTITUDE, PURCHASE INTENTION DAN PURCHASE DECISION PADA PENGGUNA PRODUK LAYANAN JASA INTERNET INDIHOME DI KOTA SAMARINDA --

ABSTRACT
PENGARUH INTEGRATED MARKETING COMMUNICATION DAN SOCIAL FACTOR TERHADAP ATTITUDE, PURCHASE INTENTIONDAN PURCHASE PADA PENGGUNA PRODUK LAYANAN JASA INTERNET INDIHOME DI KOTA SAMARINDA
The purpose of this study is to analyze and prove the effect of integrated marketing communication on attitude, social factor on attitude, integrated marketing communication on purchase intention, social factor on purchase intention, attitude on purchase intention, purchase intention effect on purchase decision on users IndiHome internet service products in the city of Samarinda
This research uses a survey method with a sample of 140 spread across Samarinda with the accidental sampling method sampling technique. Respondents were only interviewed once when they met (cross section). Data from respondents (Primary Data) were then tabulated and tested using statistical methods. Data were collected using research tools (questionnaires) which have been tested for validity and reliability. From the test results, all research question instruments were declared valid (coefficient value > 0.30) and declared reliable (alpha value > 0.60). The results of the study after statistical tests were carried out with the SEM-AMOS version 5.0 tool showed the following results integrated marketing communication had a significant effect on the attitude of users of IndiHome internet service products in Samarinda, social factors had a significant effect on attitudes of IndiHome internet service product users in Samarinda. Samarinda city, integrated marketing communication has no significant effect on purchase intention of IndiHome internet service product users in Samarinda city, social factor significantly influences purchase intention of IndiHome internet service product user in Samarinda city, attitude has a significant effect on purchase intention of product user IndiHome internet services in the city of Samarinda, purchase intention has a significant effect on purchase decisions for users of IndiHome internet service products in the city of Samarinda.
Keywords: integrated marketing communication, social factor, attitude, purchase intention, purchase decision