The Effect of Marketing Communication Mix and Brand Equity on First Media^s Internet Service Purchasing Decisions
Krisna Andita, Ratih Hurriyati, Bambang Widjajanta

Universitas Pendidikan Indonesia

Abstract

First Media^s Branding position continued to decline from 2019 to 2022, this was also confirmed from the company^s financial reports which decreased in the same year from IDR 248 billion to IDR 151 billion. This decline is certainly dangerous, because it can damage business continuity in the future. This is presumably due to a decrease in the level of purchasing decisions for First Media^s internet services. The purpose of this study was to analyze the effect of Brand Equity (X1) and Marketing Communication Mix (X2) on Purchase Decision (Y). By using a cross-sectional survey method, this study seeks to obtain verifiable and descriptive results. Samples were taken from 44 respondents by purposive sampling with the criteria of respondents who were users of First Media services and then processed using the Multiple Linear Regression Test. The final results of this research show that the regression coefficient value of Brand Equity (X1) is 0.258 and the Marketing Communication Mix (X2) is -0.015. This shows that ISP First Media^s purchasing decision (internet subscription) is more dominated by Brand Equity than the influence from the Marketing Communication Mix.

Keywords: Marketing Communication Mix, Brand Equity, Purchase Decision

Topic: Marketing Management, Relationship Marketing, Service Marketing