PENGARUH KEGIATAN IMC (Integrated Marketing Communication) TERHADAP EKUITAS MEREK PRODUK POND’S FACIAL FOAM PADA KONSUMEN DI CARREFOUR LEBAK BULUS JAKARTA SELATAN

PUTRA, EKA PRATAMA (2014) PENGARUH KEGIATAN IMC (Integrated Marketing Communication) TERHADAP EKUITAS MEREK PRODUK POND’S FACIAL FOAM PADA KONSUMEN DI CARREFOUR LEBAK BULUS JAKARTA SELATAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini dilatar belakangi oleh keberhasilan penerapan strategi IMC oleh merek Pond’s Facial Foam yang mengklaim bahwa Pond’s facial foam “menjuarai” pangsa pasar diindustri sabun perawatan wajah (facial foam). Hal ini yang ingin disabuktikan dilapangan apakah ada atau tidaknya pengaruh dari kegiatan Integrated Marketing Communication yang diterapkan oleh Pond’s hingga terbentuknya ekuitas merek dari konsumen Pond’s facial foam di carrefour lebak bulus Jakarta Selatan. Tujuan dari penelitian ini adalah mengetahui ada atau tidaknya pengaruh dari kegiatan Intergated Marketing Communication Pond’s yang terdiri dari Advertising, Sales Promotion, Direct Marketing, Public Relations dan Event dan sponsorship terhadap ekuitas merek yang terdiri dari Brand awareness, Perceived Quality, Brand Associations dan Brand Loyalty. Metode penelitian yang digunakan dalam penelitian ini adalah survey. Pendekatan kuantitatif, dengan paradigma positivism, Penelitian ini bersifat eksplanatif. Teknik pengumpulan data yang digunakan adalah kuesioner. Dan, teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi linier ganda. Hasil uji hipotesis secara simultan menunjukkan bahwa ada pengaruh cukup signifikan dari seluruh dimensi variabel IMC terhadap seluruh dimensi variabel ekuitas merek yaitu 21.1%. Sedangkan seluruh dimensi variabel kegiatan IMC terhadap brand awareness berpengaruh cukup signifikan yaitu 10.3%. sedangkan pengaruh terhadap perceived quality berpengaruh signifikan yaitu 31.7%. Untuk brand associations berpengaruh signifikan yaitu sebesar 22.8%. Untuk seluruh variabel IMC terhadap brand loyalty berpengaruh cukup signifikan yaitu sebesar 11.4%. This research was motivated by the successful application of the IMC strategy by brand Pond's Facial Foam Pond's claim that the facial foam "win" market share diindustri soap facials (facial foam). It aims to establish whether or not the field is the influence of Integrated Marketing Communication activities implemented by the Pond's brand equity to the formation of consumer Pond's facial foam Carrefour Lebak Bulus in South Jakarta. The purpose of this study was to determine whether or not the influence of activity intergated Marketing Communication Pond's which consist of Advertising, Sales Promotion, Direct Marketing, Public Relations and Event and sponsorship on brand equity consists of brand awareness, Perceived Quality, Brand Associations and Brand Loyalty. The method used in this study was a survey. Quantitative approach, the positivism paradigm, this study is an explanatory. The data collection technique used was a questionnaire. And, the data analysis techniques used in this study is the multiple linear regression analysis. Simultaneous hypothesis test result indicate that there is relatively strong influence on all dimensions variable IMC on all dimensions of brand equity variables is 21.1%. While the whole dimensions of IMC variables significantly influence brand awareness is 10.3%. While the whole dimensions of the IMC variables significantly influence perceived quality is 31.7%. While the whole dimensions of the IMC variables significantly influence brand associations is 22.8%. While the whole dimensions of the IMC variables significantly influence brand loyalty is 11.4%.

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