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All Journal Benefit: Jurnal Manajemen dan Bisnis
Jehuda Ghrahito Hutomo Krussell, Jehuda Ghrahito Hutomo
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART Krussell, Jehuda Ghrahito Hutomo; Paramita, Eristia Lidia
Benefit Volume 1 No.1 Juni 2016
Publisher : Universitas Muhammadiyah Surakarta

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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
Komunikasi Pemasaran Terpadu Dan Ekuitas Merek Alfamart Krussell, Jehuda Ghrahito Hutomo; Paramita, Eristia Lidia
Benefit: Jurnal Manajemen dan Bisnis Volume 1 No 1 Juni 2016
Publisher : Universitas Muhammadiyah Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 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
Co-Authors Eristia Lidia Paramita