Marketing Communications that Affects the Decision to use the Promoney Application of Members of Roi - Et Savings Cooperative Limited

Abstract

This research consists purposes were to study the marketing communication that affects the decision to use the PROMONEY application of the Savings Cooperative of Roi Et Hospital Limited. is a quantitative research The research instrument is a questionnaire The sample group is 400 members of the Savings Cooperative of Roi Et Hospital Limited. The source is calculated using the Taro Yamane formula at the error level of 0.05 and systematic sampling. The data collected from the questionnaires are analyzed using descriptive statistics, including percentages, means, standard deviations and testing the relationship between independent variables using the Pearson's product moment correlation coefficient and multiple regression analysis using the technique of OLS Regression Analysis. The research results found that 1) Marketing communication has a positive effect on the decision to use the PROMONEY application of the Savings Cooperative, Roi Et Hospital Limited (β = 0.961, p < 0.05) with statistical significance. The 5 aspects of marketing communication can explain the performance by 92.1 percent (Adjusted R 2 = 0.921) 2) Advertising has a positive relationship with the decision (β = 0.397, p < 0.05) with statistical significance 3) Promotion has a positive relationship with the decision (β = 0.200, p < 0.05) with statistical significance. 4) Public relations has a positive relationship with the decision (β = 0.234, p < 0.05) with statistical significance 5) Direct marketing There is a statistically significant positive relationship with decision making (β= 0.257, p < 0.05) and 6) Marketing using people has a statistically significant positive relationship with decision making (β= 0.136, p < 0.05)