title: Pengaruh Integrated Marketing Communication Terhadap Minat Beli Melalui Asosiasi Merek  Pada Bank Muamalat Di Kotabumi
creator:  RESZETISIA INTANI,  1326061006
subject: HD28 Management. Industrial Management
subject: HF Commerce
description: 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.
publisher: UNIVERSITAS LAMPUNG
date: 2016-03-11
type: Tesis
type: NonPeerReviewed
format: text
identifier: http://digilib.unila.ac.id/21701/1/ABSTRAK%20%28ABSTRACT%29.pdf
format: text
identifier: http://digilib.unila.ac.id/21701/11/TESIS%20FULL.pdf
format: text
identifier: http://digilib.unila.ac.id/21701/12/TESIS%20TANPA%20BAB%20PEMBAHASAN.pdf
identifier:    RESZETISIA INTANI, 1326061006  (2016) Pengaruh Integrated Marketing Communication Terhadap Minat Beli Melalui Asosiasi Merek Pada Bank Muamalat Di Kotabumi.  Masters thesis, Universitas Lampung.   
relation: http://digilib.unila.ac.id/21701/