?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KOMUNIKASI+PEMASARAN+TERPADU+TERHADAP+EKUITAS+MEREK+%0D%0A(STUDI+PADA+%3A+BANK+RAKYAT+INDONESIA+(BRI)+KANTOR+%0D%0ACABANG+TELUK+BETUNG+BANDAR+LAMPUNG)&rft.creator=ARINI+FERANISA%2C+1011011055&rft.subject=HB+Economic+Theory&rft.description=Pencapaian+target+penghimpunan+dana+dari+pelanggan%2C+khususnya+di+PT.+Bank+Rakyat+Indonesia+(BRI)%2C+Persero%2C+Tbk.+Cabang+Teluk+Betung+menunjukkan+ketidaksesuaian+pencapaian+indeks+brand+equity+dengan+kinerja.+Tujuan+penelitian+untuk+mengetahui+pengaruh+komunikasi+pemasaran+terpadu+terhadap+ekuitas+merek+pada+PT.+BRI+Kantor+Cabang+Teluk+Betung.+%0D%0AMetode+penelitian+ini+adalah+kuantitatif+dengan+desain+eksplanatory+reasearch.+Populasi+penelitian+ini+adalah+nasabah+PT+BRI+(Persero)+Tbk+Kantor+Cabang+Teluk+Betung+Bandar+Lampung+yaitu+sebanyak+100+responden.+Teknik+analisis+data+menggunakan+regresi+linier+berganda.+%0D%0AHasil+penelitian+menyimpulkan+bahwa+komunikasi+pemasaran+terpadu+secara+bersama-sama+berpengaruh+terhadap+ekuitas+merek+PT+BRI+(Persero)+Cabang+Teluk+Betung%2C+Hasil+penelitian+secara+parsial+diketahui+iklan%2C+promosi+penjualan%2C+acara%2C+penjualan+pribadi%2C+hubungan+masyarakat+dan+pemasaran+langsung+berpengaruh+positif+dan+signifikan+terhadap+ekuitas+merek+Bank+BRI+CabangTeluk+Betung.+Humas+merupakan+komunikasi+pemasaran+terpadu+yang+paling+besar+pengaruhnya+terhadap+ekuitas+merek.+%0D%0APenelitian+ini+menyarankan+PT+BRI+(Persero)+Cabang+Teluk+Betung+mempertahankan+strategi+IMC+karena+berkontribusi+terhadap+terbentuknya+ekuitas+merek+melalui+pelatihan%2C+inovasi+promosi+penjualan+dan+meningkatkan+interaksi+antara+pelanggan+dengan+perusahaan.+%0D%0A%0D%0AKata+Kunci%3A+komunikasi+pemasaran+terpadu%2C+ekuitas+merek+%0D%0A%0D%0A%0D%0A%0D%0Aabstract%0D%0A%0D%0AAchieving+funds+target+funds+from+customers+in+PT.+Bank+Rakyat+Indonesia+(BRI)+Ltd+Branch+Teluk+Betung+shows+the+condition+the+existence+of+discrepancy+between+achievement+of+brand+equity+index+with+performance.+The+purpose+of+study+is+to+determine+the+effect+of+integrated+marketing+communication+(ICM)+to+brand+equity+at+PT.+BRI+in+Teluk+Betung+Office.%0D%0AThis+research+method+is+quantitative+with+eksplanatory+design+reasearch.+The+population+is+the+customer+of+PT+BRI+(Persero)+Tbk+Teluk+Betung+as+many+as+100+respondents.+Data+analysis+techniques+use+multiple+linear+regression.%0D%0AThe+result+of+this+research+concludes+that+IMC+simultaneously+affects+brand+equity.+Result+of+partial+advertisement+research+has+positive+and+significant+effect+to+brand+equity.+Sales+promotion%2C+events%2C+personal+sales%2C+public+relations%2C+direct+marketing+has+a+positive+and+significant+impact+on+brand+equity+of+BRI+Teluk+Betung+Branch+Office.%0D%0AThis+research+suggests+PT+BRI+of+Teluk+Betung+Branch+Office+maintains+IMC.+It+can+contribute+to+the+formation+of+brand+equity+through+training%2C+sales+promotion+innovation+and+improve+interaction+between+customers+and+companies.%0D%0A%0D%0AKeywords%3A+integrated+marketing+communication%2C+brand+equity&rft.publisher=UNIVERSITAS+LAMPUNG&rft.date=2017-12-18&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F29716%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F29716%2F2%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F29716%2F3%2FSKRIPSI%2520FULL.pdf&rft.identifier=++ARINI+FERANISA%2C+1011011055++(2017)+PENGARUH+KOMUNIKASI+PEMASARAN+TERPADU+TERHADAP+EKUITAS+MEREK+(STUDI+PADA+%3A+BANK+RAKYAT+INDONESIA+(BRI)+KANTOR+CABANG+TELUK+BETUNG+BANDAR+LAMPUNG).++UNIVERSITAS+LAMPUNG%2C+FAKULTAS+EKONOMI+DAN+BISNIS.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F29716%2F