YULYANTI, RAHMA (2018) PENGARUH KOMUNIKASI PEMASARAN TERPADU TERHADAP BRAND KNOWLEDGE (Studi Dinas Penanaman Modal Dan Pelayanan Terpadu Satu Pintu Provinsi DKI Jakarta). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu (DPMPTSP) Provinsi DKI Jakarta is a Regional Device that has position as the executing element of government affairs in the field of investment and licensing and non licensing services in DKI Jakarta Integrated marketing communications, effective and efficient promotion activities can be included as part of the concept of marketing communication mix. Integrated marketing communications can be reflected as an advanced marketing communication concept. Keller (2013) states, Brand knowledge is understood as what consumers learn, perceived by consumers, what consumers see, and what consumers hear about the brand as a result of the consumer experience in a long time, the dimensions of brand knowledge include: brand awareness and brand image This research was conducted to find out the extent of influence of integrated marketing communication influence on brand knowledge Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu (DPMPTSP) Provinsi DKI Jakarta. This research uses quantitative method of survey explanation. The results of this study are expected to develop brand knowledge through integrated marketing communications. Using multiple linear regression analysis, it was found that advertising, personal selling, e-marketing, direct marketing and public relations / public relations simultaneously and partially influence the brand knowledge Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu (DPMPTSP) Provinsi DKI Jakarta Based on the research that has been done got the result that there is significant positive influence between advertising (X1) to brand knowledge (Y), there is significant positive influence between personal selling (X2) to brand knowledge (Y) there is significant positive influence between e- marketing (X3) to brand knowledge (Y). there is a significant positive influence between direct marketing (X4) on brand knowledge (Y) there is a significant positive influence between publicity or public relations (X5) on brand knowledge (Y). Indicated by the value of significance of each variable is <0.05. The variable that has the highest influence on brand knowledge is personal selling with coefficient value 0.742. While the lowest influence on brand knowledge is direct marketing with a coefficient of 0.273. For the most powerful integrated marketing communications the relationship is personal selling variable to brand awareness dimension on brand knowledge variable with coefficient value 0.663 and strongest relation to brand image dimension in brand knowledge is e-marketing and publicity or public relations with coefficient value 0.597. Keywords: Integrated Marketing Communications and Brand Knowledge Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu (DPMPTSP) Provinsi DKI Jakarta merupakan Perangkat Daerah yang memiliki kedudukan sebagai unsur pelaksana urusan pemerintahan bidang penanaman modal dan penyelenggaraan pelayanan perizinan dan non perizinan di DKI JakartaKomunikasi pemasaran terpadu, kegiatan promosi yang efektif dan efisien dapat dimasukkan sebagai bagian dari konsep bauran komunikasi pemasaran. Komunikasi pemasaran yang terintegrasi dapat direfleksikan sebagai konsep komunikasi pemasaran yang maju. Keller (2013) menyatakan, Brand knowledge dipahami sebagai apa yang dipelajari oleh konsumen, dirasakan oleh konsumen, apa yang dilihat oleh konsumen, dan apa yang didengar konsumen mengenai merek sebagai hasil dari pengalaman konsumen dalam waktu yang Panjang, dimensi dari brand knowledge meliputi: brand awareness dan brand image Penelitian ini dilakukan untuk mengetahui sejauh mana pengaruh pengaruh komunikasi pemasaran terpadu terhadap brand knowledge Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu Provinsi DKI Jakarta. Penelitian ini menggunakan metode kuantitatif eksplanasi survei. Hasil dari penelitian ini diharapkan dapat mengembangkan brand knowledge melalui komunikasi pemasaran terpadu. Menggunakan analisis regresi linear berganda, ditemukan bahwa advertising, personal selling, e-marketing, direct marketing dan publicity/public relation berpengaruh secara simultan dan parsial terhadap brand knowledge Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu Provinsi DKI Jakarta Berdasarkan penelitian yang telah dilakukan didapatkan hasil yaitu terdapat pengaruh positif yang signifikan antara advertising (X1) terhadap brand knowledge (Y), terdapat pengaruh positif yang signifikan antara personal selling (X2) terhadap brand knowledge (Y) terdapat pengaruh positif yang signifikan antara e-marketing (X3) terhadap brand knowledge (Y). terdapat pengaruh positif yang signifikan antara direct marketing (X4) terhadap brand knowledge (Y) terdapat pengaruh positif yang signifikan antara publicity or public relation (X5) terhadap brand knowledge (Y). Ditujukkan oleh nilai signifikansi masing-masing variabel bernilai <0.05. Variabel yang memiliki pengaruh tertinggi terhadap brand knowledge adalah personal selling dengan nilai koefisien 0,742. Sedangkan yang memiliki pengaruh terendah terhadap brand knowledge adalah direct marketing dengan nilai koefisien 0,273. Untuk komunikasi pemasaran terpadu yang paling kuat hubungannya adalah variabel personal selling terhadap dimensi brand awareness pada variabel brand knowledge dengan nilai koefisien 0.663 dan paling kuat hubungannya terhadap dimensi brand image pada brand knowledge adalaha e- marketing dan publicitiy or public relation dengan nilai koefisien 0.597. Kata kunci : Komunikasi Pemesaran Terpadu dan Brand Knowledge
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-18-044 |
| NIM/NIDN Creators: | 55216110060 |
| Uncontrolled Keywords: | Integrated Marketing Communications and Brand Knowledge, Komunikasi Pemesaran Terpadu dan Brand Knowledge, 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: | MELATI CAHYA FITRIANI |
| Date Deposited: | 21 Mar 2022 06:38 |
| Last Modified: | 21 Jun 2022 02:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/58449 |
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