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)
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.
Penulis: Ikbar Haskara
Damarjati, Andriani Kusumawati, M. Kholid Mawardi
Kode Jurnal: jpadministrasinegaradd161160
