Paper Title
THE ROLE OF INTEGRATED MARKETING COMMUNICATION ON INFLUENCING CONSUMER DECISION MAKING

Abstract
Abstract - This research paper explores the critical role of Integrated Marketing Communication (IMC) in shaping Consumer Decision Making (CDM) in today's digitally connected marketplace. The study confirms hypothesis H1, demonstrating that IMC significantly influences consumers' decision-making with a high standardized β coefficient of 0.865. The Reliability Test reveals satisfactory overall internal consistency with a Cronbach's Alpha coefficient of 0.764. However, the research also uncovers the diverse impacts of different IMC elements on decision-making, highlighting the need for a comprehensive approach to IMC strategies that consider these varying factors. Keywords - Integrated Marketing Communication, IMC, Consumer Decision Making, CDM