Integrated Marketing Communication Analysis and Its Effect Towards Brand Equity

DOI

10.2991/aebmr.k.210831.059How to use a DOI?

Keywords

Integrated Marketing Communication, Brand Equity, information and communication technology

Abstract

Gojek is one of the transportation platforms, food and beverage delivery services, in running for business implementing Integrated Marketing Communication (IMC), the usage of applications on cell phones or smartphones based on internet technology will provide convenience in service and communication processes with customers. The objective of this paper is to examine, integrated marketing communication analysis and its effect toward brand equity from the customer perspective. This study uses a quantitative approach, an explanatory survey type and descriptive verification. Simple random sampling technique of this study, from 290 of the Piksi Ganesha Polytechnic students. Data analysis techniques use; data normality test, correlation test, regression, and hypothesis testing. The results of the analysis; show that Integrated Marketing Communications (IMC) have a positive and significant effect on Brand Equity (BE). It is important to focus on the company which continues to take strategic actions related to the Integrated Marketing Communication (IMC), so that the company’s Brand Equity is increasingly in the minds of consumers, which can improve the company’s performance that is reflected in the optimization of sales, profits, and wealth to shareholder value.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Perwito
AU  - Agus Rahayu
AU  - Heny Hendrayati
PY  - 2021
DA  - 2021/09/02
TI  - Integrated Marketing Communication Analysis and Its Effect Towards Brand Equity
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 306
EP  - 310
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.059
DO  - 10.2991/aebmr.k.210831.059
ID  - 2021
ER  -