KOMUNIKASI PEMASARAN TERPADU TERHADAP BRAND AWARENESS

Yulianti Keke

Abstract


This study is to identify and explain how the influence of Integrated Marketing Communications consists of Advertising, Sales Promotion, Personal Selling, Public Relations, and Direct Marketing, together and partially through Brand Awareness can influence the students to choose their universities. The method of the study is explanatory research which is using questionnaires as the research instruments distributed to169 respondents who are students of STMT Trisakti 6 Semester. Their area of high school is in East Jakarta before entering STMT. The results showed that variables of Integrated Marketing Communications like Advertising, Sales Promotion, Personal Selling, Public Relations and Direct Marketing, all together influence the brand awareness. Only Public Relations had asignificant effect on Brand Awareness.


Keywords


brand awareness, integrated marketing communication, STMT Trisakti

Full Text:

PDF

References


Aaker, David A. (1991), Managing Brand Equity : Capitalizing on The Value of a Brand Name, New Yorks Free Press.

Alma, Buchari, dkk (2008), Manajemen Corporate & Strategi Pemasaran Jasa Pendidikan, Fokus pada Mutu dan Layanan Prima, Bandung: Alfabeta

Belch, George E. & Belch, Michael A. (2009). Advertising and Promotion: An

Duncan, Tom. (2008). Integrated Marketing Communication: Using Advertising and Promotion to Build Brand. New York: McGraw Hill

Kotler, Hermawan Kertajaya, Iwan Setiawan (2010), Marketing 3.0, Erlangga

Kotler, Keller, (2012) Marketing Manajemen, 14th Ed., Pearson Education

Kottler, Phillip, Keller, Kevin Lane. 2007. Manajemen pemasaran. Edisi 12.Jilid 2. Jakarta: PT Indeks.

Malhotra (2002), Basic Marketing Research, applications to contemporary issues, Prentice Hall International, Inc.

Newman,W. Lawrence. (2006) Social Research Methods “Qualitative and Quantitave Approache” Third Edition, Allyn & Bacon. Boston.Prentice Hall

Rangkuti, Freddy. (2009). Strategi Promosi yang Kreatif &Analisis KasusIntegratedMarketingCommunication.Jakarta:PT.Gramedia

Sekaran, Uma & Roger Bougie. (2010). Reseacrh Methods fo r Businerss. Wst

Shimp, Terrence A. (1998). Integrated Marketing Communication : Advertising Promotion & Supplemental Aspects. University of South Carolina: The Dryden Press.

Sugiyono.(2003). Metode Penelitian Bisnis. Bandung. Pusat Bahasa Depdiknas.

Andi Nadia Radinka (2012) berjudul “Analisis Penerapan Integrated Marketing Communication pada Prduk Berbasis Teknologi dalam membangun keputusan membeli”, Tesis Pascasarjana FISIP UI.

Dian Nuranindya (2012), “Proses Pembentukan Brand Awareness dan Brand Image dalam penerapan IMC pada Produk Jasa Baru ( Studi Kasus Solusi Rumah Holcim)”. Tesis Pascasarjana FISIP UI

Sofia Aunul (2005), “Strategi Komunikasi Pemasaran Jasa Pendidikan (Studi Kasus pada Universitas Buana)”. Tesis Pascasarjana FISIP UI


Refbacks

  • There are currently no refbacks.


site stats View My Stats