Effect of Integrated Marketing Communication on Brand Equity (Case Study of Toyota Calya Cars In Pt. Hasjrat Abadi Gorontalo Branch).

Authors

  • Yudi Hamdani  Faculty of Magister Management, Gunadarma University, Depok, West Java, Indonesia
  • Edy Prihantoro  Faculty of Magister Management, Gunadarma University, Depok, West Java, Indonesia

DOI:

https://doi.org/10.32628/IJSRST1207426

Keywords:

Integrated marketing communication, Brand equity, Low-cost cars

Abstract

The effective and efficient application of Integrated Marketing Communication can play an important role in efforts to increase sales. The study was conducted to determine the effect of Integrated Marketing Communication variables such as Advertising, Sales Promotion, Events or Events and Public Relations on Brand Equity of Toyota Calya cars at PT. Hasjrat Abadi Gorontalo Branch. This research used the non-probability sampling method of incendental sampling by distributing questionnaires to 110 respondents using direct forms and Google Drive. Respondents namely consumers of PT. Hasjrat Abadi Gorontalo Branch who bought LCGC cars. The results of this study indicate that sales promotions, events and public relations conducted by companies have a positive and significant effect on brand equity.

References

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International Journal of Scientific Research in Science and Technology

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Published

2020-08-30

Issue

Volume 7, Issue 4, July-August-2020

Section

Research Articles

License

Copyright (c) IJSRST

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

[1]
Yudi Hamdani, Edy Prihantoro "Effect of Integrated Marketing Communication on Brand Equity (Case Study of Toyota Calya Cars In Pt. Hasjrat Abadi Gorontalo Branch)." International Journal of Scientific Research in Science and Technology(IJSRST), Online ISSN : 2395-602X, Print ISSN : 2395-6011,Volume 7, Issue 4, pp.96-103, July-August-2020. Available at doi : https://doi.org/10.32628/IJSRST1207426