Dwicesa, Aprila Riska and Raditha Dwi Vata Hapsari, , SE., MM.Ph.D (2020) Pengaruh Bauran Komunikasi Pemasaran Terhadap Brand Loyalty Pada Usaha Gaia.Ku (Studi Kasus Pada Pelanggan Gaia.Ku Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Promosi merupakan salah satu kegiatan penting dari pemasaran, karena dapat menjadi faktor penting dalam meningkatkan nilai penjualan produk. Kegiatan promosi yang tepat sasaran dan efektif dapat mempengaruhi konsumen untuk tertarik dan membeli. Penelitian ini bertujuan untuk mengetahui pengaruh dari variabel sales promotion, event and experience, online and social media marketing, dan personal selling terhadap brand loyalty. Gaia.ku merupakan bisnis yang bergerak di bidang fashion yaitu hijab, berdiri sejak tahun 2018 berasal dari Kota Malang. Penelitian ini menggunakan metode kuantitatif. Jumlah responden yang diambil adalah 70 konsumen Gaia.ku. Alat analisis yang digunakan adalah analisis deskriptif dan analisis regresi linear berganda. Hasil penelitian menyimpulkan bahwa variabel event and experience berpengaruh secara signifikan terhadap brand loyalty, sedangkan variabel sales promotion, online and social media marketing, dan personal selling tidak memiliki pengaruh signifikan terhadap brand loyalty. Teknik promosi yang efektif dan tepat digunakan pada usaha Gaia.ku adalah teknik promosi event and experience.
English Abstract
Promotion is one of the important activities of marketing since product sales can be increased through it. Effective and accurate promotion activities can make prospective customers attracted to and buy products. The objective of this research is to identify the effect of sales promotion, event and experience, online and social media marketing, and personal selling on brand loyalty. Gaia.ku is a fashion business particularly in hijab, established in 2018 in Malang. The respondents of this quantitative research are seventy customers of Gaia.ku, the data form whom was analyzed using descriptive analysis and multiple linear regression. The results of the analysis conclude that event and experience significantly affect brand loyalty, while sales promotion, online and social media marketing, and personal selling do not have any significant effect on brand loyalty. Furthermore, the most appropriate and effective promotion technique for Gaia.ku is event and experience
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020086 |
| Uncontrolled Keywords: | sales promotion, event and experience, online and social media marketing, personal selling, brand loyalty, sales promotion, event and experience, online and social media marketing, personal selling, brand loyalty. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 21 Sep 2022 02:04 |
| Last Modified: | 21 Sep 2022 02:04 |
| URI: | http://repository.ub.ac.id/id/eprint/194471 |
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