Pengaruh integrated marketing communication terhadap brand equity pada sebuah bank pemerintah di Jakarta  

Oleh:

Danibrata, Aulia

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Jurnal Bisnis dan Akuntansi vol. 13 no. 1 (Apr. 2011), page 21-38.
Topik: Marketing communication; brand equity and structural equation model

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ59.5 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

The aim of the research was to gain a through 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 test for causalities things. The analytical tool that being used is descriptive analysis for variables that are qualitative and verifcative as hypotesis measurement by using statistic test analysis tools name sructural equation model with Lisrel . The analytical units consists of the customers of the bank. The numbers of samples are 150 with random sampling techniques for the respodents. The research shown that of marketing communication has significant influence on brand equity. It shown that in order to achieve high brand equity, the banks need to increase marketing communication.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali