PENGARUH KOMUNIKASI PEMASARAN TERPADU TERHADAP EKUITAS MEREK DAN KEPUTUSAN PEMBELIAN (STUDI PADA HOTEL SWISS-BELINN SKA PEKANBARU)
| Main Authors: | Asih, Amita Tri, Zulkarnain, Zulkarnain, Alwie, Alvi Furwanti |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Jurnal Tepak Manajemen Bisnis
, 2018
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| Subjects: | |
| Online Access: |
http://ejournal.unri.ac.id/index.php/JTMB/article/view/4944 http://ejournal.unri.ac.id/index.php/JTMB/article/view/4944/4652 |
Daftar Isi:
- Growth in urban hospitality industry is currently experiencing rapidgrowth, especially with the number of the hotel stands. The number of hotel thatstands in urban areas, can not inevitable that competition among the higher hotel toseek out new customers or retain customers. Companies should communicate withstakeholders the current and potential as well as the general public. This researchaims to determine the effect of integrated marketing communications (advertising,personal communications, sales promotion, public relations, instruction materials,corporate design) to the brand equity and purchase decisions). The population of thestudy was the one who stayed at the hotel Swiss Belinn SKA Pekanbaru with samplesof 184 respondents. Data were collected through questionnaires and analyzed usingStructural Equation Modeling (SEM) software SmartPLS. Based on this researchresult, advertising, personal communication, instruction materials, and corporatedesign positive and significant impact on brand equity. Meanwhile, sales promotion,public relations but not significant positive effect on brand equity. Furthermore,personal communication, public relations, instruction materials and brand equitypositive and significant influence on purchasing decisions, while advertising, salespromotion, corporate design but not significant positive effect on purchasingdecisions. The study recommends swiss hotel Belinn SKA Pekanbaru to improveintegrated marketing communications in order to support the brand equity andpurchasing decisions visitors.