scholarly journals PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY PERBANKAN SYARIAH DI KOTA MALANG

El Dinar ◽  
2014 ◽  
Vol 1 (02) ◽  
Author(s):  
Yayuk Sri Rahayu
Keyword(s):  
Brand Equity ◽  
Sampling Method ◽  
Public Relation ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication

<p>This research aimed to know the influence of integrated marketing communication to brand equity of sharia banking at Malang simoultaneusly and partially. Used 102 respondents with accidental sampling method and data was analized by multiple linier regression. The result shows, first, integrated marketing communication influenced simoultaneusly to brand equity of sharia banking at Malang. Second, only one variable that influenced partially to brand equity of sharia banking at Malang, the variable is public relation. So there is not dominant variable.</p> <p> </p>

scholarly journals Effect of Integrated Marketing Communication on Brand Equity (Case Study of Toyota Calya Cars In Pt. Hasjrat Abadi Gorontalo Branch).

2020 ◽  
pp. 96-103
Author(s):  
Yudi Hamdani ◽  
Edy Prihantoro
Keyword(s):  
Public Relations ◽  
Brand Equity ◽  
Sampling Method ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Sales Promotions ◽  
Probability Sampling

The effective and efficient application of Integrated Marketing Communication can play an important role in efforts to increase sales. The study was conducted to determine the effect of Integrated Marketing Communication variables such as Advertising, Sales Promotion, Events or Events and Public Relations on Brand Equity of Toyota Calya cars at PT. Hasjrat Abadi Gorontalo Branch. This research used the non-probability sampling method of incendental sampling by distributing questionnaires to 110 respondents using direct forms and Google Drive. Respondents namely consumers of PT. Hasjrat Abadi Gorontalo Branch who bought LCGC cars. The results of this study indicate that sales promotions, events and public relations conducted by companies have a positive and significant effect on brand equity.

scholarly journals PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN PADA CV. LARIS MOTOR CABANG AIR HAJI

2019 ◽  
Author(s):  
Helmi Indra Pranata ◽  
Riri Mayliza
Keyword(s):  
Brand Equity ◽  
Sampling Method ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Marketing Communication ◽  
Consumer Loyalty ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Analysis Techniques

This study aims to determine the effect of Integrated Marketing Communication and Brand Equity on Consumer Loyalty on CV. Motorcycle Selling Air Haji Branch. The variables in this study are Integrated Marketing Communication (X1), Brand Equity (X2) and Consumer Loyalty (Y). 78 respondents were used, the sampling technique used was purposive sampling method. Data collection used questionnaires, while data analysis techniques were carried out using multiple linear regression analysis. The results showed that the integrated marketing communication variables had a positive and significant effect (0.047 &lt;0.05) on consumer loyalty decisions. Brand equity variables have a positive and significant effect on consumer loyalty (0.003 &lt;0.05). It is expected that the next researcher will be able to use research as a reference which will provide a comparison in conducting further research and beneficial for companies.

scholarly journals DIGITAL INTEGRATED MARKETING COMMUNICATIONS (DIMC) ACTIVITIES OF DIGITAL PRODUCTS FINANCIAL TECHNOLOGY (FINTECH) “ALAMI”

2021 ◽  
Vol 14 (1) ◽  
pp. 60
Author(s):  
Baharudin Noveriyanto
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Public Relation ◽  
Major Influence ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Financial Technology

Abstract. The development of information and communication technology has now had a major impact on the industrial world in Indonesia. Changes in the industrial model towards digital have a major influence on marketing activities carried out by companies so that they can win the competition in the midst of increasingly sharp business competition. The ability to adapt and innovate quickly and precisely by involving various digital communication media and marketing technology will have a positive influence on the company. ALAMI is a digital-based sharia financial product brand (financial technology), where the name ALAMI is taken from the prefix of the verse in the Al-Quran, namely "Alif, Lam, Mim" which is then shortened to ALAMI. This study aims to determine the activities of digital integrated marketing communication (DIMC) in digital financial technology (fintek) products ALAMI, which consist of digital advertising, digital personal selling, digital sales promotion, digital public relations and digital direct marketing. This study uses a qualitative approach that focuses on the concept of integrated marketing communication (IMC) Kotler (2008) which consists of advertising, personal selling, sales promotion, public relations and direct marketing conducted digitally for financial technology products ALAMI. The main conclusion of this research is that the application of digital integrated marketing communication in digital financial products ALAMI can be done well, and is efficient in terms of costs. The concept of digital integrated marketing communication (DIMC) is a form of transformation of the concept of integrated marketing communication (IMC) whose implementation activities are adjusted to technological developments and the characteristics of the current digital industry. Abstrak. Perkembangan teknologi informasi dan komunikasi kini telah berdampak besar terhadap dunia industri di Indonesia. Perubahan model industri kearah digital memberikan pengaruh besar pada kegiatan pemasaran yang dilakukan oleh perusahaan agar dapat memenangkan kompetisi ditengah-tengah persaingan bisnis yang semakin tajam. Kemampuan melakukan adaptasi dan inovasi dengan cepat dan tepat dengan melibatkan berbagai media komunikasi digital dan teknologi pemasaran akan memberikan pengaruh positif kepada perusahaan. ALAMI adalah sebuah merek produk keuangan syariah berbasis digital (financial technology), dimana nama ALAMI ini diambil dari awalan ayat dalam Al-Quran, yaitu “Alif, Lam, Mim” yang selanjudnya disingkat menjadi ALAMI. Penelitian ini bertujuan untuk mengetahui aktifitas digital integrated marketing communication (DIMC) pada produk digital financial technology (fintek) ALAMI yang terdiri dari digital advertising, digital personal selling, digital sales promotion, digital public relation  dan digital direct marketing. Penelitian ini menggunakan pendekatan kualitatif yang memfokuskan pada konsep aktifitas Integrated Marketing Communication (IMC)  Kotler (2008) yang terdiri dari advertising, personal selling, sales promotion, public relation  dan direct marketing berbasis digital untuk produk financial technology ALAMI. Kesimpulan utama dari penelitian ini adalah bahwa penerapan digital integrated marketing communication pada produk keuangan digital ALAMI dapat dilakukan dengan baik, dan efisien dalam segi biaya. Konsep digital integrated marketing communication (DIMC) adalah salah satu wujud dari trasformasi konsep integrated marketing communication (IMC) yang implementasi kegiatannya disesuikan dengan perkembangan tekonology dan karakteristik industry digital saat ini.

scholarly journals KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK ALFAMART

2016 ◽  
Vol 1 (1) ◽  
pp. 27
Author(s):  
Jehuda Ghrahito Hutomo Krussell ◽  
Eristia Lidia Paramita
Keyword(s):  
Data Analysis ◽  
Brand Equity ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Interactive Marketing ◽  
Retail Business

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

Some Aspects of Integrated Marketing Communication in Building Brand Equity

2013 ◽  
Vol 64 (2) ◽  
Author(s):  
Reza Safarinejad Fard ◽  
Abu Bakar Abdul Hamid ◽  
Rozita Saadatmand
Keyword(s):  
Brand Equity ◽  
Competitive Market ◽  
Marketing Communication ◽  
Price Promotion ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Product Price ◽  
Brand Communication ◽  
To Receive

Integrated marketing communication (IMC) has become generally accepted, has outspread various levels within the firms, and has become an impartible component of brand. In the competitive market in 21 century, archive to a systematic brand communication is the way to moving forward and increase the performance of the firms. Marketing communication has important role to building and maintaining the shareholders communications and affect them on the terms of brand equity. For the integrated marketing communication we can mention to brands as central IMC.  Marketing communication recognizes as voice of the brand and it is a way for any organization to make contact with consumers to introduce their product.  For developing the brand equity the best way is marketing communication, more ever marketing communication help to the firms to receive the desirable responds from consumers. However, many factors have influence on brand equity such as, product, price, promotion and sale, but in this paper we considering the effect of IMC on brand equity. In this paper we provided a discussion about the positive linkage between IMC and brand equity. In this paper according to impact of IMC on brand equity, we provide the details of the role of IMC in building and maintaining strong brand equity.

scholarly journals INTEGRATING SOCIAL MEDIA AND DIGITAL MEDIA AS NEW ELEMENTS OF INTEGRATED MARKETING COMMUNICATION FOR CREATING BRAND EQUITY

2020 ◽  
Vol 11 (10) ◽  
pp. 52-64
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Brand Equity ◽  
Sampling Technique ◽  
Tourism Industry ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Hospitality And Tourism Industry ◽  
The Given

Communication with target prospects results in a cost to the company. In this highly competitive environment, all marketers work on cutting cost. They try to allocate their marketing budget very carefully to create brand equity and achieve their marketing objective within the given budget. The selection of integrated marketing communication tools has become a problematic task for marketers. This paper provides how the integration of digital and social media within integrated marketing communication helps to create brand equity of the hospitality and tourism industry in India. This paper also examines the effectiveness of each IMC tool to create brand equity. The nonprobability convenience sampling technique was used to gather opinions from 512 tourists of Himachal Pradesh state of India. The findings reveal that both social media and digital media are more effective than traditional IMC tools. The study also found that the efficiency of Modern IMC tools is better than traditional IMC tools. Smart PLS-SEM 3.0 software has been used to scrutinise data and validate the conceptual framework.

scholarly journals PENERAPAN STRATEGI E-MARKETING COMMUNICATION DAN EKUITAS MEREK SIARANKU.COM TERHADAP LOYALITAS VIEWERS

InterKomunika ◽  
2019 ◽  
Vol 4 (1) ◽  
pp. 58
Author(s):  
Putri Dewi Ikhsana ◽  
Guntur Freddy Prisanto ◽  
Rosita Anggraini
Keyword(s):  
Communication Technology ◽  
Brand Equity ◽  
Communication Technologies ◽  
Simple Random Sampling ◽  
Human Interaction ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Survey Strategy ◽  
Processing Techniques

The development of communication technology has brought changes to the patterns of human interaction behavior which continue competing to innovate in developing and utilizing increasingly sophisticated communication technologies. In this study, researchers were using theories and concepts that support the basis of being integrated, such as Integrated Marketing Communication, Brands, Brand Equity, and Consumer Loyalty. Researchers were using a supportive method to be used as a methodology such as positivistic paradigm, quantitative approach, survey strategy using questionnaires, sampling techniques using the formula taro yamane, and data processing techniques using probability sampling - simple random sampling. The results showed that e-marketing communication and brand equity have a strong influence on the loyalty of siaranku.com viewers and have a validity level that meets the requirements. 

scholarly journals Relationship Between Integrated Marketing Communication and Brand Equity

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Nadia - Theodora
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Direct Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Simultaneous Application ◽  
The Relationship

This study will try to explain the relationship between the application of integrated marketing communication (IMC) and its influence to the establishment and development of brand equity and also will look at the role of each element of integrated marketing communication to brand equity. This article uses the literature review method by summarizing the result of various credible studies that highlight the relationship between IMC and brand equity. The result shows that there is a direct relationship between the simultaneous application of all elements of IMC to the formation of brand equity. But partially each element of IMC has its own impact on the formation of brand equity, depending on the context of the company, region, time, and target consumers.Keywords : Integrated Marketing Communication, Brand, Brand Equity, IMC

scholarly journals PREFERENSI KOMUNIKASI PEMASARAN TERPADU PERGURUAN TINGGI DI SURABAYA PADA ERA POSMODEREN

2020 ◽  
Vol 6 (02) ◽  
pp. 171
Author(s):  
Hilda Yunita Wono ◽  
Imanuel Deny Krisna Aji
Keyword(s):  
Random Sampling ◽  
Sampling Method ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Tertiary Institution ◽  
Marketing Activities ◽  
Existing Data

This study aims to determine the activities of Integrated Marketing Communication (IMC) which is the preference of students at private universities X in Surabaya. This research is a quantitative type of research using the slovin method and stratified random sampling combined with purposive sampling as a sampling method. Existing data is processed using SPSS Statistics so that the data is presented in tabular form as data analysis. The results of this study were to find several IMC activities that were considered the most interesting by these college students, starting from the most popular ones namely sales promotion (42%) and followed by personal sales, and advertising. In this study also known some IMC activities that are considered unattractive or even unknown by students in this tertiary institution starting from those considered unattractive or unknown such as events and experiences (31%), then following with direct marketing activities, and finally is an advertisement where some unknown or uninterested students are found.

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