Basit, Abdul (2014) Pengaruh Integrated Marketing Communication (IMC) Terhadap Brand Awareness Pada Binus Center Jakarta. S2 thesis, Universitas Mercu Buana.
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Abstract
This study aimed to examine the effects of integrated marketing communication (IMC) on brand awareness at Binus Center jakarta. Through inspiring marketing communication media and respond to their needs with great and high intensity. This fact is interesting to study in order to analyze the effects of IMC on brand awareness (brand awareness) on non formal educational instituition Binus Center. The concept of integrated marketing communication recommends that companies should combine promotional tools are well coordinated. Broadly speaking, the integrated marketing communications mix consists of eight elements of advertising, sales promotion, public relations and publicity, events and experiences, direct marketing, interactive marketing, word of mouth marketing and personal selling. A strong brand has awareness and loyalty is high. The sample was Binus Center class participants a number of 78 respondents. Path analysis, that was run with the software Statistical Process Social Science (SPSS), was used to analyze the data. The analysis showed that the value of the IMC effect on brand awareness. The empirical findings indicate that the values of integrated marketing communications (advertising, sales promotion, public relations and publicity, events and experiences, direct marketing, interactive marketing, word of mouth marketing and personal selling) have significant effects on brand awareness to the value of R square of 0, 72. Test of hyphotesis models determine the significance of the effect of independent variables on the dependent variable partially with the confidence level α = 5%, the result of two significant variables that influence advertising, as well as events and experiences towards brand awareness. Keywords: integrated marketing communication, brand awarenes, Binus Center Penelitian ini ditujukan untuk menguji pengaruh integrated marketing communication (IMC) terhadap brand awareness pada Binus Center jakarta. Melalui saluran komunikasi pemasaran yang inspiratif dan merespons kebutuhan mereka dengan intensitas yang baik dan tinggi. Kenyataan inilah yang menarik untuk diteliti sehingga dapat dianalisa pengaruh IMC terhadap kesadaran merek (brand awareness) pada lembaga pendidikan non formal Binus Center. Konsep integrated marketing communication menganjurkan bahwa perusahaan harus mengkombinasikan alat-alat promosi yang terkoordinasi dengan baik. Secara garis besar, bauran komunikasi pemasaran terintegrasi terdiri atas delapan elemen yaitu iklan, promosi penjualan, hubungan masyarakat dan publisitas, acara dan pengalaman, pemasaran langsung, pemasaran interaktif, pemasaran dari mulut ke mulut dan penjualan personal. Merek yang kuat akan mempunyai kesadaran akan merek dan loyalitas yang tinggi. Sampel penelitian ini adalah peserta kelas Binus Center sejumlah 78 responden. Analisis jalur yang dijalankan dengan perangkat lunak Statistical Process Social Science (SPSS), digunakan untuk menganalisis data. Hasil analisis menunjukkan bahwa nilai IMC berpengaruh terhadap brand awareness. Temuan empiris tersebut mengindikasikan bahwa nilai integrated marketing communication (iklan, promosi penjualan, hubungan masyarakat dan publisitas, acara dan pengalaman, pemasaran langsung, pemasaran interaktif, pemasaran dari mulut ke mulut dan penjualan personal) berpengaruh signifikan terhadap brand awareness dengan nilai R square sebesar 0,72. Uji kelayakkan model untuk menentukan signifikansi pengaruh variabel bebas terhadap variabel terikat secara parsial dengan tingkat kepercayaan pada α=5%, diperoleh hasil dua variabel memberikan pengaruh signifikan yaitu iklan, serta acara dan pengalaman terhadap brand awareness. Kata Kunci: integrated marketing communication, brand awarenes, Binus Center
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-552-14-084 |
| Call Number: | TK/52/14/089 Hal tidak lengkap |
| NIM/NIDN Creators: | 55211110107 |
| Uncontrolled Keywords: | Integrated Marketing Communication, Brand Awareness, Binus Center,CORCOM, Korporate Komunikasi dan Komunikasi Pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 31 Dec 2014 11:23 |
| Last Modified: | 19 Jul 2022 05:13 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13670 |
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