The Influence of Integrated Marketing Communication (Imc) on Brand Equity and Purchase Decision (Survey on Indosat-m3 Customers Among Members of Unit Aktivitas Band Universitas Brawijaya Class of 2014)

Ikbar Haskara Damarjati • Andriani Kusumawati • M. Kholid Mawardi

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(English, 9 pages)

Abstract

This study aimed to examine the influence of variable integrated marketing communication (IMC) on brand equity; to examine the indirect influence of variable integrated marketing communication (IMC) on purchase decision through brand equity; and to examine the direct influence of variable integrated marketing communication (IMC) on purchase decision. This research used explanatory research and quantitative approach. Data analysis technique involved path analysis and descriptive analysis. Questionnaires were distributed to 121 respondents by simple random sampling technique. Based on calculation of path analysis showed that the variable integrated marketing communication have influence on variable brand equity; The results also showed that there is an indirect influence of variable integrated marketing communication on variable Purchase Decision through Brand equity; Moreover, the results showed that variable integrated marketing communication have a direct influence on purchase decision. Interestingly, the result of the research shows that there are three items which has the lowest impact among others, those are social media, advertisement by billboard, and public contest participation. Thus, the company needs to pay more attention for those three items.

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Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more