THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION (IMC) ON BRAND EQUITY AND PURCHASE DECISION (Survey on Indosat-M3 customers among members of Unit Aktivitas Band Universitas Brawijaya class of 2014)

Abstract

Penelitian ini bertujuan untuk menguji pengaruh variabel integrated marketing communication (IMC) terhadap ekuitas merek; untuk menguji pengaruh tidak langsung dari variabel integrated marketing communication (IMC) terhadap keputusan pembelian melalui ekuitas merek; dan untuk menguji pengaruh langsung variabel integrated marketing communication (IMC) terhadap keputusan pembelian. Penelitian ini merupakan penelitian explanatory dengan pendekatan kuantitatif. Kuesioner didistribusikan kepada 121 responden dengan menggunakan teknik simple random sampling. Penelitian ini menggunakan teknik analisis jalur (Path analysis) dan analisis deskriptif. Berdasarkan perhitungan analisis jalur menunjukkan bahwa variabel integrated marketing communication (IMC) memiliki pengaruh terhadap ekuitas merek: Hasil juga menunjukkan bahwa ada pengaruh tidak langsung dari variabel integrated marketing communication (IMC) terhadap keputusan pembelian melalui ekuitas merek; Selain itu, hasil menunjukkan bahwa variabel integrated marketing communication (IMC) memiliki pengaruh langsung terhadap keputusan pembelian. Yang menarik, hasil penelitian menunjukkan bahwa terdapat tiga item yang memiliki dampak terendah diantara yang lain, diantaranya media sosial, iklan billboard, dan partisipasi kontes publik.  Dengan demikian, perusahaan perlu memberikan perhatian lebih terhadap 3 item tersebut.

Kata Kunci: Integrated Marketing Communication (IMC), ekuitas merek, keputusan pembelian

ABSTRACT

This study aimed to examine the influence of variable integrated marketing communication (IMC) on brand equity; to examine the indirect influence of variable integrated marketing communication (IMC) on purchase decision through brand equity; and to examine the direct influence of variable integrated marketing communication (IMC) on purchase decision. This research used explanatory research and quantitative approach. Data analysis technique involved path analysis and descriptive analysis. Questionnaires were distributed to 121 respondents by simple random sampling technique. Based on calculation of path analysis showed that the variable integrated marketing communication have influence on variable brand equity; The results also showed that there is an indirect influence of variable integrated marketing communication on variable Purchase Decision through Brand equity; Moreover, the results showed that variable integrated marketing communication have a direct influence on purchase decision. Interestingly, the result of the research shows that there are three items which has the lowest impact among others, those are social media, advertisement by billboard, and public contest participation. Thus, the company needs to pay more attention for those three items.

Keywords: Integrated Marketing Communication (IMC), Brand Equity, Purchase Decision