Download Skripsi & Tesis Manajemen Bisnis : Pengaruh Komunikasi Pemasaran Terpadu Dan Atribut Produk Terhadap Citra Merek Serta Dampaknya Pada Keputusan Pembelian Telkom Speedy

Download Skripsi & Tesis Manajemen Bisnis

ABSTRAK

Pengaruh Komunikasi Pemasaran Terpadu Dan Atribut Produk Terhadap Citra Merek Serta Dampaknya Pada Keputusan Pembelian Telkom Speedy (Survei pada Pelanggan Telkom Speedy di Plaza Telkom Supratman Bandung)

Arie Indra Gunawan
NIM. 0808136

The influence of integrated marketing communications and product attributes toward to brand image and its impact on Telkom Speedy Purchase Decision (Survey on Customer Telkom Speedy Supratman Plaza Bandung), under guidances from Dr. H. Edi Suryadi, M.Si, and Dr. Hj. Ratih Hurriyati, M.Si.
Telkom in 2009 was a company that have a bad performance, because Telkom has a financial problems and suffered huge losses, this is caused by the global crisis that occurred in 2008. In such circumstances and also the competitive situation of competition in various product lines Telkom's difficult to grow, that yield according to survey results wealth added index company Telkom ranked is 100th, but yet in the previous year in 2008 Telkom was a company with the best wealth added index in Indonesia. Absolutely the decrease of Telkom's performance and their achievements in the last year, can provide a negative influence.

Negative influences occur to the two sides image in the corporate image and the image of the product or brand. This is then perceived in product lines Telkom, as one in Telkom Speedy. Telkom Speedy brand image as negatively affected by the condition of the company, this is evidenced by the number of customers who complain about Telkom Speedy performance. It gives Telkom to anticipate through integrated marketing communications program, and also conducted by the Product Attribute improvement. Later in this study include the purchase decision as a variable affected the brand image. The kind of research is descriptive verifikatif, and the explanatory survey method. This study aims to determine the effect of Integrated Marketing Communications and Product Attributes toward to brand image and impact on purchase decisions. The number of respondents as many as 90 Telkom Speedy customers. Processing data using path analysis with the LISREL 8.7 software applications. The results showed that integrated marketing communications and product attributes affect the brand image and impact on the decision to use Telkom Speedy either partially or simultaneously, that is better integrated marketing communications and the better the product attributes is also increasingly affecting brand image to the buying decision consumers.

Keywords: Marketing communication, Product Atributes, Brand Image, Purchase Decision.

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