Komunikasi Pemasaran Terpadu Dan Ekuitas Merek Alfamart

Jehuda Ghrahito Hutomo Krussell, Eristia Lidia Paramita

DOI: https://doi.org/10.23917/benefit.v1i1.2363

Abstract

In past few years, retail business has significantly improved. Company needs marketing strategy to raise their competitiveness and make a good brand equity. One of these strategy that can be used is Integrated Marketing Communication. This study aimed to examine the influence of integrated marketing communication toward brand equity. This study was a quantitative study. The sample of 150 respondents were taken by using purposive sampling. The data analysis used multiple linear regression. These findings showed that dimension of integrated marketing communication consists of Advertising, Sales Promotion, Personal Selling, Public Relation, Direct Marketing, Interactive Marketing, and Corporate Design together influence Alfamart Brand Equity. While partially, only Sales Promotion, Personal Selling, and Corporate Design has significantly influence Alfamart Brand Equity

Keywords

Integrated Marketing Communication, Brand Equity, Retail Business, Alfamart

Full Text:

PDF

References

Bachdar, S. (2015). Siapa Penguasa Ritel di Indonesia?http://marketeers.com/article/siapa-penguasa-ritel-di-indonesia.html. Diunduh tanggal 12 Februari 2016.

Belch, George E., Belch, Michael A. (2009). Advertising and Promotion : An IntegratedMarketing Communication Perpective. 8th Edition. New York : McGraw-Hill.

Cutlip, Scott M. Allen H. Center & Glen M. Broom. (2006). Effective Public Relations. New Jersey: Prentice Hall.

Danibrata, Aulia. (2011). Pengaruh Integrated Marketing Communication Terhadap Brand Equity Pada Sebuah Bank Pemerintah di Jakarta. Jurnal Bisnis dan Akuntansi Vol. 13, No 1. Jakarta: STIE Trisakti

Durianto, Darmadi. Sugiarto & Tony Simanjuntak. (2004). Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: Gramedia Pustaka Utama

Fathoni, Fathir, dkk. (2013). Pengaruh Komunikasi Pemasaran Terpadu Terhadap Ekuitas Merek. Jurnal Administrasi Bisnis Vol. 4, No 2. Malang: Universitas Brawijaya.

Fill, Chris. (2009). Marketing Communication : Interactivity, Communities, and Content 5th ed. New Jersey: Prentice Hall.

http://ekbis.sindonews.com/read/1007773/34/pertumbuhanritel-indonesia-peringkat-12-dunia-1433163799.Diunduh tanggal 25 Juni 2015.

http://radarpena.com/read/2015/03/31/17425/18/1/%20Aprindo-Perkirakan-Pertumbuhan-Industri-Retail-12. Diunduh tanggal 9 Juli 2015.

Kartikasari, N.P. (2014). Pengaruh Komunikasi Pemasaran Terpadu Terhadap Ekuitas Merek. Jurnal Interaksi Vol. 3, No 2. Semarang: Universitas Diponegoro.

Kotler P. dan G. Amstrong. (2008). Prinsip-Prinsip Pemasaran Edisi 12 Jilid 2. Jakarta: Erlangga

Kotler dan Keller, (2009).Marketing Management Edisi 13, Global Edition.Pearson Prentice Hall.

Kotler dan Keller, (2014).Marketing Management Edisi 15, Global Edition.Pearson Prentice Hall.

Lovelock, Christopher, dkk. (2010). Pemasaran Jasa, Manusia, Teknologi, Strategi. Jakarta: Penerbit Erlangga

Morissan. (2010). Periklanan: Komunikasi Pemasaran Terpadu. Edisi 1. Jakarta. Kencana Prenadamedia Group.

Peter, J.Paul, James H.Donnelly, Jr. (2011). A Preface To Marketing Management.Twelfth Edition. New York: Mc Graw Hill.

Prayitno, Sunarto. (2010). Analisis Dampak Implementasi Strategi Komunikasi Pemasaran Terpadu dalam PenciptaanEkuitas Merek. Journal of Strategic CommunicationVol. 1, No 1. Jakarta: Universitas Pancasila

Reedy, Joel, Shauna Schullo, Kenneth Zimmerman. (2000). Electronic Marketing-Integrating Electronic Resourdes into the Marketing Process. Orlando: The Dryden Press

Shimp, T.A. (2010), Advertising, promotion , & other aspects of Integrated Marketing Communication, 8th Edition, South-Western, CengageLearning.

Suwantara N, Taechamaneesatit T. (2012). The Forms of Integrated Marketing Communication that Effect the Brand Equity Perception in Direct Sale System Comparing Thai and Foreign Cosmetics Brand.International Proceedings of Economics Development & Research.

Suyanto. (2007). Marketing Strategy Top Brand Indonesia. Andi, Yogyakarta.

www.bps.go.id. Diunduh tanggal 5 Februari 2016.

Article Metrics

Abstract view(s): 1937 time(s)
PDF: 2297 time(s)

Refbacks

  • There are currently no refbacks.