SUPRIHATIN, SITI (2021) PENGARUH INTEGRATED MARKETING COMMUNICATION, WORD OF MOUTH, DAN PENGGUNAAN MEDIA BARU TERHADAP BRAND EQUITY PRODUK GRC BOARD (Studi Kasus PT. Ciptapapan Dinamika Grogol). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of integrated marketing communication, word of mouth, and the use of Media Baru on the brand equity of GRC board products at PT Ciptapapan Dinamika in Grogol. The Objects of this research are building material shops in Jakarta that sell GRC Board. The sample used is as many as 100 building material shops that sell GRC Board in the Jakarta area. The research design used in this study is a quantitative research method. The scale used in the calculation of the sample uses skale likert. The data analysis technique used is the Structural Equation Modeling (SEM) analysis technique with Partial Least Square (PLs). This study shows that integrated marketing communication, word of mouth and the use of Media Baru have a positive and significant effect on Brand Equity. Keywords: integrated marketing communication, word of mouth, Media Baru, brand equity Penelitian ini bertujuan untuk mengalisis pengaruh Integrated Marketing Communication, Word Of Mouth, dan penggunaan Media Baru terhadap Brand Equity produk GRC Board pada PT Ciptapapan Dinamika di Grogol. Obyek penelitian ini yaitu toko-toko bahan bangunan di Jakarta yang menjual GRC Board. Sampel yang dipergunakan adalah sebanyak 100 toko bahan bangunan yang menjual GRC Board di daerah Jakarta. Desain penelitian yang digunakan pada penelitian ini adalah metode penelitian kuantitatif . Skala yang di gunakan dalam perhitungan sample menggunakan skala likert. Teknik analisis data yang digunakan adalah teknik analisis Structural Equation Modelling (SEM) dengan Partial Least Square (PLS). Penelitian ini menunjukan Bahwa Integrated Marketing Communication , Word Of Mouth dan penggunaan Media Baru berpengaruh positif dan signifikan terhadap Brand Equity. Kata Kunci : Integrated Marketing Communication, Word Of Mouth, Media Baru, Brand Equity
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43117110333 |
| Uncontrolled Keywords: | Integrated Marketing Communication, Word Of Mouth, Media Baru, Brand Equity |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 17 Jul 2023 03:03 |
| Last Modified: | 17 Jul 2023 03:03 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79261 |
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