PERAN KOMUNIKASI PEMASARAN TERPADU MELALUI EKUITAS MEREK TERHADAP KINERJA PEMASARAN SEKOLAH TINGGI ILMU EKONOMI (STIE) BINA BANGSA BANTEN

Adi Kurniadin, Moh. Mukhsin

Abstract


his study analyzes the effect of integrated marketing communication variables on brand equity to improve marketing performance. This research was conducted at Sekolah TinggiIlmu Ekonomi (STIE) Bina Bangsa Banten. Based on the results of the literature review there is a positive influence on brand equity and marketing performance and this is supported by integrated marketing communication variables such as the use of appropriate advertising media, the application of good personal sales, the promotion of appropriate sales and effective direct marketing. Thus there are seven hypotheses proposed: This research uses 108 questionnaires collected from STIE Bina Bangsa Banten as the sample. The questionnaire data were analyzed with Structural Equation Modeling (SEM) analysis tool in AMOS 22.0program to test the causality relationship of the proposed hypotheses. The results of data analysis show that the research model has a good fit/fit and all research hypotheses can be proven. The test of the proposed hypothesis shows the result that all hypotheses have met the specified condition of CR> 2.00 with probability (p)) <0.05. The conclusion is that advertising, personal selling, sales promotion, and direct marketing have a positive effect on brand equity and the brand equity has a positive effect on marketing performance, and advertising and direct marketing have a positive effect on marketing performance. This study provides some limitations of the research and future research agenda that can be done as further research.

Keywords


Advertising; personal selling; sales promotion; direct marketing; brand equity; marketing performance

Full Text:

PDF

References


Andrew, Frank M, et al (1981). A Guide for Selecting Statistical Techniques for Analyzing Social Science Data. Michigan: Institute for Social Research

Andriyahto, Darmawan Richard. (2010).Analisis Pengaruh Internet Marketingterhadap Pembentukan Word of Mouth dan Brand Awareness untuk Memunculkan Intention to Buy. Jurnal Manajemen Teknologi Vol 9 No. 1

Assael H. (2002). Consumer Behavior and Marketing Action. Boston: Kent Publishing Company

Belch, George E. & Belch, Michael A. (2009). Advertising and Promotion: An Integrated Marketing Communication Perspective. Boston: McGraw Hill

Creswell, John W. (2010). Research Design:Pendekatan Kualitatif, Kuantitatif, dan Mixed. Yogyakarta: Pustaka Pelajar

Darmawan, Andri. (2012). Berebut di Pasar Red Ocean yang Masih Potensial.MajalahMarketing edisi Mei2012

Duncan, Tom. (2002). Integrated Marketing Communication: Using Advertising and Promotion to Build Brand. New York:McGraw Hill

Ferdinand, Augusty. (2006). Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro

Hussain, Ismail K., at, al., (2012). Effect of Marketing Communication on MarketingPerformance of Multinational Companies:A Case Study of Proctor and Gamble Company. Research Journal of RecentSciences. Vol. 1(12); 44-48

Idrus, Muhammad (2009). Metode Penelitian Ilmu Sosial: Pendekatan Kualitatif danKuantitatif. Jakarta: Erlangga

Jakki, Mohr & Sanjit. (2009). Marketing of High Technology Product and Innovation.Pearson Education

Kennedy, J.E. & R.D. Soemanagara. (2009).Marketing Communication: Taktik &Strategi. Jakarta: PT. Bhuana IlmuPopuler

Kitchen, Philip J. & Patrick. (2004). Integrated Marketing Communication: A Primer.New York: Routledge

Kotler, Plilip. (2000). Manajemen Pemasaran. Edisi Mileinium. Jakarta : PT. Indeks Kelompok Gramedia.

Kotler, Philip. (2003). Marketing Management. New Jersey: Prentice Hall

Kotler, P. & Armstrong, G. (2009). Principles of Marketing. New Jersey: Prentice Hall

Kotler, P. & Keller, K.L. (2007). Manajemen Pemasaran. Jakarta: PT Indeks

Malhotra,Naresh K. (2010). Riset Pemasaran Pendekatan Terapan Jilid 1 & 2. Jakarta:PT. Indeks

Martono, Nanang (2010). Metode Penelitian Kuantitatif: Analisis Isi dan Analisis DataSekunder. Jakarta: PT. Rajagrafindo Persada

Moore, Geoffrey A. (2001). Crossing the Chasm, Marketing and Selling High-Tech Products to Mainstream Customers.HarperCollins Publishers

Morissan. (2010). Periklanan : Komunikasi Pemasaran Terpadu. Jakarta: Kencana

Muhanji, Evinah Mbayisi & Ngari Boaz Mr.(2015). Influence of Integrated Marketing Communication and Marketing Performance of Commercial Banks inKenya. International Journal of Scientificand Research Publications, Volume 5 (9);1-20

Neuman, W. Lawrence (2006). Social Reseacrh Methods: Qualitative and Quantitative Approaches. Boston: Pearson

Ojiambo, Evans, et al., (2014). Analysis of Marketing Communication Tools and Marketing Performance in Business Organizations in Kenya. A Case of PublicService Bus Companies in Mombasa. European Journal of Business andManagement. Vol 8; 73-79

Okyere, Nana Dufie. (2011). The Effect ofMarketing Communications on theMarketing Performance of Ghana Telecom (Vodafone, Ghana).International Journal of Marketing Studies. Vol. 3 (4); 50-62

Pasuraman & Charles L. Colby (2001). Techno-Ready Marketing: How and Why YourCustomers Adopt Technology. NewYork: The Free Press

Purnama Ridwan & Riska. (2016). Pengaruh Direct Marketing Terhadap Kinerja Pemasaran Di Restoran The Centrum Bandung. Tourism and Hospitality Essentials (THE) Journal, Vol.VI No.1.

Prasetijo, Ristiyanti & John J.O.I Ihalauw (2005). Perilaku Konsumen. Yogyakarta:Penerbit Andi

Purwanto. (2010). Metodolodi Penelitan Kuantitatif. Yogyakarta: Pustaka Pelajar.

Rakhmat, Jalaluddin (2009). Metode Penelitian Komunikasi: Dilengkapi Contoh Analisis Statisik. Bandung: PT Remaja Rosdakarya

Rangkuti, Freddy. (2011). Riset Pemasaran. Jakarta: PT. Gramedia

Rangkuti, Freddy. (2009). Strategi Promosi yangKreatif & Analisis Kasus IntegratedMarketing Communication. Jakarta: PT.Gramedia

Riduwan & H. Sunarto (2010). Pengantar Statistika untuk Penelitian Pendidikan, Sosial, Ekonomi, Komunikasi, dan Bisnis. Bandung: CV Alfabeta

Rogers, Everett M. (1995). Diffusion of Innovations. New Yotk: The Free Press

Royan, Frans M. (2011). Strategi Sukses Memasarkan Produk Baru. Jakarta: PT.Gramedia

Rusdi, Riski. (2011). Potret Kelas Menengah, Mesin Pertumbuhan Indonesia.Majalah Mix Marketing Communication edisi Desember 2011

Schiffman, Leon & Leslie Lazar Kanuk. (2004).Consumer Behavior. New Jersey: Pearson Prentice Hall

Schultz, Don E. (2010). New,Newer, Newest :Evolving Stage of IMC. Journal of Integrated Marketing Communication2010.

Sekaran, Uma. (2003). Reseacrh Methods forBusiness. New York: John Willey Sons,Inc.

Sekaran, Uma & Roger Bougie. (2010).Reseacrh Methods for Businerss. WstSussex: Wiley

Shimp, Terrence A. (2007). Integrated Communication in Advertising and Promotions. South Western: Cengage Learning

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

Soemanagara, Rd. (2008). Strategic Marketing Communication: Konsep Strategis dan Terapan. Bandung: CV Alfabeta.

Sugiyono. (2001). Metode Penelitian Bisnis. Bandung: CV Alfabeta.

Syahputra, (2013). Relationship betweenIntegrated Marketing CommunicationsManagement and Marketing Performance of Small Medium Enterprise in Malaysia. International Journal of Science and Research. Volume 4 (4).

Tim Markplus. (2010). MIM Academy Course book; Brand Operation. Jakarta:Erla




DOI: http://dx.doi.org/10.48181/jrbmt.v2i1.3860

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Jurnal Riset Bisnis dan Manajemen Tirtayasa

Creative Commons License

Jurnal Riset Bisnis dan Manajemen Tirtayasa is licensed under a Creative Commons Attribution 4.0 International License