PENGARUH KOMUNIKASI PEMASARAN TERPADU TERHADAP EKUITAS MEREK: STUDI PADA HOTEL CAKRA KEMBANG YOGYAKARTA

Lisiya, Fatma Umami and Ralina, Transistari (2020) PENGARUH KOMUNIKASI PEMASARAN TERPADU TERHADAP EKUITAS MEREK: STUDI PADA HOTEL CAKRA KEMBANG YOGYAKARTA. Cakrawangsa Bisnis, 1 (1). pp. 71-90. ISSN 2721-3102

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Abstract

This study aims to determine how the influence of integrated marketing communication on brand equity in the Cakra Kembang Hotel Yogyakarta simultaneously or partially. The independent variables used in this study are advertising, sales promotion, personal selling, public relations, direct marketing, interactive marketing, and corporate design,while the dependent variable is brand equity. Multiple Linear Regression is used to analyze data. Data were collected by questionnaire distributed to 91 respondents who stayed at the Cakra Kembang Hotel Yogyakarta in November 2019. The results of this study showed that integrated marketing communication consisting of advertising, sales promotion, personal selling, public relations, direct marketing, interactive marketing, and corporate design simultaneously affected brand equity in the Cakra Kembang Hotel Yogyakarta. While partially only direct marketing and corporate design have a positive effect on brand equity in the Cakra Kembang Hotel Yogyakarta.

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