PENGARUH INTEGRATED MARKETING COMUNICATION TERHADAP BRAND AWARENESS SEPEDA MOTOR MEREK TVS

Rohman, Abdul (2015) PENGARUH INTEGRATED MARKETING COMUNICATION TERHADAP BRAND AWARENESS SEPEDA MOTOR MEREK TVS. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu

Abstract

Latar belakang penelitian ini didasari oleh fenomena rendahnya pengetahuan konsumen khusunya mahasiswa FPEB UPI terhadap sepeda motor merek TVS. Sepeda motor merek TVS melakukan berbagai komunikasi pemasaran untuk menciptakan kesadaran merek dari konsumen terhadap sepeda motor merek tersebut. Tujuan penelitian ini adalah untuk menganalisis bagaimana pengaruh integrated marketing communication terhadap brand awarenessdan mengetahui gambaran dari masing-masing variabel tersebut pada mahasiswa FPEB UPI. Jenis penelitian yang digunakan adalah penelitian desktriptif dan verifikatif. Sampel penelitian adalah 97 orang mahasiswa FPEB UPI yang dipilih dengan menggunakan metodecross sectional method. Teknik analisis menggunakan analisis linear sederhana. Berdasarkan pengolahan data penelitian ditemukan bahwa integarated marketing communication berpengaruh terhadap brand awareness sebesar 36,5% sedangkan sisanya 63,5% dipengaruhi oleh faktor-faktor lain yang tidak diteliti oleh peneliti. Saran untuk penelitian berikutnya diharapkan untuk melakukan studi lebih mendalam dengan menggunakan faktor-faktor lain yang mempengaruhi brand awarenessseperti kualitas produk.;--- Under the guidance of mrs Ayu Krishna, s. Sos, MM.background research is based on the phenomenon of low consumer knowledge especially students FPEB UPI to the motorcycle brand TVS. Motorcycle brand TVS do a variety of marketing communications to create brand awareness from consumers to the brand of motorcycle. The purpose of this research is to analyze how the influence of the integrated marketing communication of brand awareness and know the descriptionofeach ofthese variablesonstudentFPEBUPI. This type of research is the study of desktription and verification. The research sample is 97 students selected by UPI FPEB method using cross sectional method. Analysis techniques using simple linear analysis. Based on the processing of research data found that the marketing communication integarated effect on brand awareness of 36.5% while remaining 63.5% is affected by other factors which are not examined by the researchers. Suggestions for the next research expected to do deeper studies by using other factors affecting brand awarenesssuch as the quality of the product .

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil: S PEM ROH p-2016; Pembimbing: I.Ayu Kirshna Yuliawati
Uncontrolled Keywords: Integrated marketing communication, brand awareness, merek sepeda motor TVS, integrated marketing communication, brand awareness, brand motorcycle TVS.
Subjects: H Social Sciences > HE Transportation and Communications
H Social Sciences > HJ Public Finance
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Mr mhsinf 2017
Date Deposited: 04 Sep 2017 09:08
Last Modified: 04 Sep 2017 09:08
URI: http://repository.upi.edu/id/eprint/25687

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