出版社：Universitas Islam Negeri Syarif Hidayatullah Jakarta
摘要：Perusahaan yang mampu mengkomunikasi pemasarannya akan berdampak pada peningkatan brand equity.Penelitian ini bertujuan untuk menguji pengaruh Integrated Marketing Communications (IMC) yang terdiri dari variabel advertising,personal selling,sales promotion,public relations and publicity,direct marketing,instructional materials dan corporate design terhadap brand equity Gojek Yogyakarta.Sampel penelitian ini berjumlah 150 responden yang merupakan pelanggan Go-Ride yang telah mengetahui IMC Gojek.Teknik analisis yang digunakan adalah regresi linier berganda.Hasil penelitian menunjukkan bahwa IMC berpengaruh terhadap brand equity,dan secara parsial variabel advertising,sales promotion,dan corporate design yang berpengaruh positif signifikan terhadap brand equity.Berdasarkan hasil penelitian ini,maka Gojek Yogyakarta perlu menambah promosi ide untuk mengubah sikap dan perilaku konsumen,meningkatkan nilai produk sehingga mencapai tujuan pemasaran tertentu,serta menguatkan gambaran outlet jasa atau identitas perusahaan agar pesan diterima konsumen melalui saluran bauran komunikasi pemasaran yang efektif.
其他摘要：Companies that are able to communicate their marketing will have an impact on brand equity improvement.This study aims to examine the influence of Integrated Marketing Communications (IMC) which consists of advertising,personal selling,sales promotion,public relations and publicity,direct marketing,instructional materials and corporate design to the brand equity of Gojek Yogyakarta.The sample of this study amounted 150 respondents who are Go-Ride customers who already know IMC Gojek.The analysis technique used is multiple linear regression.The results showed that IMC influence brand equity,and partially variable of advertising,sales promotion,and corporate design having significant positive effect to brand equity.Based on the results of this study,Gojek Yogyakarta needs to increase the promotion of ideas to change attitudes and consumer behavior,increase the value of the product so as to achieve certain marketing goals,and strengthen the picture of service outlet or corporate identity for the message received by consumers through effective marketing communication channel mix.
