Integrated Marketing Communication (IMC) Analysis And Its Effect Toward Brand Equity (BE)
Perwito, Agus Rahayu, Heny Hendrayati

Sekolah Pascasarjana, Universitas Pendidikan Indonesia

Abstract

Abstract
Along with the increasing of competition in transportation services that expand business to other service sectors, including Gojek. Gojek is one of the transportation platforms, food and beverage delivery services, in running for business implementing Integrated Marketing Communication (IMC), the usage of applications on cell phones or smartphones based on internet technology will provide convenience in service and communication processes with customers, so that it is expected to be able to maintain strength Brand Equity.
This study uses a quantitative approach, an explanatory survey type and descriptive verification. The sample of this study was 290 with a simple random sampling technique aimed at students of the Computerized Accounting Study Program at Piksi Ganesha Polytechnic. Data analysis techniques use; data normality test, correlation test, regression, and hypothesis testing.
The results of the analysis; show that Integrated Marketing Communications (IMC) have a positive and significant effect on Brand Equity (BE). It is important to focus on the company which continues to take strategic actions related to the Integrated Marketing Communication (IMC), so that the companys Brand Equity is increasingly in the minds of consumers, which can improve the companys performance that is reflected in the optimization of sales, profits, and wealth to shareholder value.

Keywords: Integrated Marketing Communication (IMC), Brand Equity (BE), information and communication technology.

Keywords: Integrated Marketing Communication (IMC), Brand Equity (BE), information and communication technology

Topic: Marketing Management