Pengaruh Integrated Marketing Communication Terhadap Minat Beli Melalui Asosiasi Merek Pada Bank Muamalat Di Kotabumi

RESZETISIA INTANI, 1326061006 (2016) Pengaruh Integrated Marketing Communication Terhadap Minat Beli Melalui Asosiasi Merek Pada Bank Muamalat Di Kotabumi. Masters thesis, Universitas Lampung.

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Abstrak

Rumusan masalah dalam penelitian ini adalah bagaimana pengaruh integrated marketing communication terhadap minat beli melalui asosiasi merek yang di dimensikan dari variable integrated marketing communication berupa iklan, promosi penjualan, acara, penjualan pribadi, hubungan masyarakat, dan pemasaran langsung. Metode pengumpulan data menggunakan kuisioner terhadap 90 responden. Teknik analisis data menggunakan SmartPLS. Hasil penelitian ini menunjukan bahwa pada pengujian hipotesis yang petama: iklan berpengaruh tidak signifikan terhadap asosiasi merek. Selanjutnya pada hasil hipotesis kedua adalah: Promosi berpengaruh tidak signifikan terhadap asosiasi merek. Pada hasil pengujian hipotesis ketiga : Acara berpengaruh tidak signifikan terhadap asosiasi merek. Pada hasil pengujian hipotesis keempat : penjualan pribadi berpengaruh signifikan terhadap asosiasi merek. Pada hasil pengujian hipotesis kelima: Hubungan Masyarkat berpengaruh tidak signifikan terhadap asosiasi merek. Pada hasil pengujuian hipotesis keenam: Pemasaran Langsung berpengaruh signifikan terhadap asosiasi merek. Kata kunci: integrated marketing communication, asosisasi merek dan minat beli ABSTRACT The problem of this research is how the influenced of integrated marketing communication towards buying interest through brand association didimensikan of variable integrated marketing communication in the form of advertising, sales promotion, events, personal selling, public relations and direct marketing. Methods of data collection using a questionnaire to 90 respondents. Data Analysis Techniques using SmartPLS. The results of this research shows that in the testing of hypotheses the first is: Advert not significant effect on Brand Assosiation. Furthermore, the results of testing the second hypothesis is: Promotion not significant effect on Brand Assosiation. In the third hypothesis testing results are: event not significant effect on Brand Assosiation. In the fourth hypothesis testing results are: Personal Sales significantly influence Brand Assosiation. In the fifth hypothesis testing results Public Relations not significant effect on Brand Assosiation. In the sixth hypothesis testing results are significant effect on the Direct Marketing Brand Assosiation. Keywords: integrated marketing communication, brand association and buying interest.

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Ilmu Sosial = Social Sciences > HF Commerce
Program Studi: Fakultas ISIP > Prodi Magister Ilmu Administrasi
Depositing User: 8623326 . Digilib
Date Deposited: 14 Apr 2016 02:59
Last Modified: 14 Apr 2016 02:59
URI: http://digilib.unila.ac.id/id/eprint/21701

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