PENGARUH STRATEGI MARKETING COMMUNICATION TERHADAP BRAND IMAGE PT TOKOPEDIA

PENGARUH STRATEGI MARKETING COMMUNICATION TERHADAP BRAND IMAGE PT TOKOPEDIA

  • Windy Talitha Iswari The London School of Public Relations
https://doi.org/10.35457/translitera.v9i2.978
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Keywords: Strategi Pemasaran, Komunikasi Pemasaran, Brand Image

Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh strategi marketing communication terhadap brand image PT Tokopedia. Marketing Communication dapat dinilai dari 5 karakter yaitu advertising, sales promotion, event, public relations dan personal selling. Penelitian ini dilakukan dengan menyebarkan kuosioner kepada 48 responden yang merupakan karyawan Tokopedia divisi Marketing. Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik analisis regresi untuk mengetahui pengaruh antara kedua variabel yang diteliti. Hasil menunjukan bahwa terdapat pengaruh positif antara Marketing Communication terhadap brand image PT Tokopedia yaitu sebesar 61,7%. Indikator yang paling mempengaruhi adalah advertising.

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Published
2020-06-08
How to Cite
Windy Talitha Iswari. (2020). PENGARUH STRATEGI MARKETING COMMUNICATION TERHADAP BRAND IMAGE PT TOKOPEDIA: PENGARUH STRATEGI MARKETING COMMUNICATION TERHADAP BRAND IMAGE PT TOKOPEDIA. Translitera : Jurnal Kajian Komunikasi Dan Studi Media, 9(2), 24-34. https://doi.org/10.35457/translitera.v9i2.978
Issue
Vol. 9 No. 2 (2020): September 2020
Section
Articles

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