INTEGRATED MARKETING COMMUNICATION AND SPIRITUAL MARKETING COMMUNICATION AND THEIR IMPACT ON THE PURCHASING BEHAVIOR OF GENERATION Y CONSUMERS REGARDING BELIEFS IN LORD GANESHA.

Abstract

This research aims to study Integrated Marketing Communication and Muketing Impacting Consumer Purchasing Behavior About Belief in Lord Ganesha of Generation Y Consumers. It is hypothesized that various forms of integrated marketing communication influence the purchasing decisions of this consumer group. This research helps enhance the understanding of the factors influencing product purchases related to the beliefs of Generation Y consumers.

The research employs a mixed-method approach, collecting quantitative data through questionnaires from a sample of 400 individuals and qualitative data through interviews with 10 participants. Data analysis involves descriptive statistics and inferential statistics to test the relationships between marketing factors and purchasing behavior, as well as qualitative analysis to gain in-depth insights into consumer perspectives.

The research findings indicate that integrated marketing communication, particularly word-of-mouth and the use of social media, significantly influences the purchasing behavior of this consumer group regarding Ganesha products. Consumers place great importance on recommendations from individuals with real experience and tend to share their experiences of worshiping Ganesha on social media, which helps build confidence in the products.