PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN

  • Anak Agung Bagus Darmawangsa Fakultas Ekonomi dan Bisnis Universitas Udayana
  • I Gusti Agung Ketut Sri Ardani Fakultas Ekonomi dan Bisnis Universitas Udayana

Abstract

Loyalty is the priceless asset for the company. Nowadays, especially in the hard battle of communication business, the company used many strategic ways to keep the existence of their customers for using their products. Doing of this research is to test the cause of integrated marketing communication and brand equity to customer loyalty in Denpasar. The location of this research, placed in many provider agent that spreaded around Denpasar, with cluster sampling technique and used 115 respondent. With double regression analysis, shows the coefficient regression of integrated marketing communication (X1) is 0,442 and the coefficient regression of brand equity (X2) is 0,314. The conclusion for the company is to build and protect the massive strategy of integrated marketing communication and brand equity, to get the maximum costumer loyalty.

Keyword : Customer loyalty, integrated marketing communication, brand equity.

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Published
2015-08-14
How to Cite
DARMAWANGSA, Anak Agung Bagus; SRI ARDANI, I Gusti Agung Ketut. PENGARUH KOMUNIKASI PEMASARAN TERPADU DAN EKUITAS MEREK TERHADAP LOYALITAS KONSUMEN. E-Jurnal Manajemen, [S.l.], v. 4, n. 8, aug. 2015. ISSN 2302-8912. Available at: <https://ojs.unud.ac.id/index.php/manajemen/article/view/12719>. Date accessed: 21 nov. 2024.
Citation Formats
Issue
Vol 4 No 8 (2015)
Section
Articles

Keywords

customer loyalty; integrated marketing communication; brand equity
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This work is licensed under a Creative Commons Attribution 4.0 International License.