ROSADI, MUHAMMAD AFAN (2017) ANALISIS EFEKTIFITAS KINERJA INTEGRATED MARKETING COMMUNICATION PADA PERUSAHAAN WIKA. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Berbagai faktor dapat mempengaruhi kinerja marketing dari suatu perusahaan. Salah satu teknik dalam bidang marketing adalah IMC (Integrated Marketing Communication). IMC adalah pemanfaatan teknologi yang terintegrasi dengan seluruh aspek perusahaan. Hasil dari integrasi tersebut, dapat dimanfaatkan sebagai acuan strategi marketing yang akan dilakukan perusahaan.. Hanya saja, penerapan IMC pada suatu perusahaan belum tentu dapat dimaksimalkan efektivitasnya. Penyebabnya bisa dilihat dari berbagai macam aspek/indikator efektivitas IMC. Indikator tersebut adalah 1) Customers’ Responses, 2) Marketing Performances, 3) Brand Exposures, 4) Communication Effects.
Model yang digunakan peneliti untuk mengukur efektivitas implementasi IMC adalah model SEM (Structural Equation Modeling). Dengan adanya penelitian ini, penulis dapat mengetahui indikator mana yang memiliki berpengaruh terhadap kegiatan pemasaran suatu perusahaan. Indikator kegiatan pemasaran tersebut dilihat dari 2 sudut pandang, yaitu Return on Customer Investment dan Target market.
Hasil dalam penelitian ini adalah faktor faktor yang mempengaruhi efektivitas kinerja IMC. Faktor 1) Customers’ Responses, 2) Marketing Performances, 3) Brand Exposures, 4) Communication Effects berpengaruh positif dan signifikan terhadap Kinerja IMC. Faktor tersebut memiliki pengaruh terhadap pemanfaatan SI/TI terhadap proses bisnis pada perusahaan yang berorientasikan pada pelanggan.
Kata kunci: IMC, SEM, marketing.
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Various factors may affect the performance of a company's marketing. One technique in the field of marketing is the IMC (Integrated Marketing Communication). IMC is the use of technology that is integrated with all aspects of the company. The results of this integration, can be used as a reference for marketing strategy company will do .. However, the implementation of IMC in a company may not be able to maximize effectiveness. The causes can be seen from various aspects / indicators of the effectiveness of the IMC. Those indicators are: 1) Customers' Responses, 2) Marketing Performances, 3) Brand Exposures, 4) Communication Effects.
The model the researchers used to measure the effectiveness of the implementation of IMC is the model of SEM (Structural Equation Modeling). Given this research, the writer can know which indicators have an effect on a company's marketing activities. Indicators marketing activities are viewed from two perspectives, namely Return on Customer Investment and target market.
The results of this research are the factors which will affect the effectiveness of the performance of the IMC. Factor 1) Customers' Responses, 2) Marketing Performances, 3) Brand Exposures, 4) Communication Effects has positive effect and significant effect on the Performance of IMC. These factors have an influence on the utilization of IS / IT to business processes on customer-oriented company.
Keyword : IMC, SEM, marketing.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | IMC, SEM, marketing |
| Subjects: | T Technology > T Technology (General) T Technology > TS Manufactures > TS156 Quality Control. QFD. Taguchi methods (Quality control) T Technology > TS Manufactures > TS167 Costs, Industrial |
| Divisions: | Faculty of Information Technology > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | MUHAMMAD AFAN ROSADI |
| Date Deposited: | 24 Jan 2017 03:03 |
| Last Modified: | 06 Mar 2019 02:30 |
| URI: | http://repository.its.ac.id/id/eprint/2841 |
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