PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY PADA SEBUAH BANK PEMERINTAH DI JAKARTA
Abstract: The aim of the
research was to gain a thorough knowledge of
the variables influencing
brand equity at
state owned banks.
The variable was marketing communication. It could be known the dimension
shape the overall
variables in relevance
with assessment objectives and what the influence between
variable is. Research methods used for this research were descriptive analysis
which was used for qualitative variable, and verificative analysis consisted of
hypothesis test by using statistical
tests for causalities
things. The analytical
tool that being used
is descriptive analysis
for variables that
are qualitative and verificative as
hypothesis measurement by using statistic
test analysis tools name
structural equation model with Lisrel. The analytical units consist of the
customers of the bank. The numbers of samples are 150 with random
sampling techniques for
the respondents. The
research shown that of
marketing communiction has
significant influence on brand equity. It shown that in order to
achieve high brand equity, the banks need to increase marketing
communication.
Keywords: Marketing communication, brand
equity and structural equation
model
Penulis: AULIA DANIBRATA
Kode Jurnal: jpakuntansidd110069
