TA DIGITAL
Pengaruh Periklanan, Promosi Penjualan, personal Selling, humas dan Publikasi Terhadap Ekuitas Merek Mobil Toyota
THE EFFECT OF ADVERTISING, SALES PROMOTION, PERSONAL SELLING, PUBLIC RELATION AND PUBLICATION TOWARDS THE EQUITY OF TOYOTA CAR BRAND AT NASMOCO DEALER SEMARANG
The difficulty to win the hearts of consumers in automotive sector required companies to keep their creativity in innovating and developing the products and also in marketing their products. A good product needs to be supported with good marketing strategies. One of the crucial marketing strategies that need to be understood by the companies is marketing communication. Marketing Communication and Brand Equity are the most important things to be considered by the company.
The aims of this study were to find out the effect of marketing communication towards the equity of Toyota car brand, and also to find out the most dominant marketing communication that influence the equity of Toyota car brand at Nasmoco Dealer Semarang. The independent variables used in this study were Advertising, Sales Promotion, Personal Selling, Public Relations and Publication. The dependent variable used in this study was brand equity.
The method used in this study was multiple linear regression analysis, whereas the sampling technique used in this study was accidental sampling. The data of this study were obtained from observation, interviews, questionnaires and literature review. This study took 100 respondents as the sample of this study.
All marketing communications gave a positive effect toward the equity of Toyota car brand except sales promotion. Meanwhile, the most dominant marketing communication that influence the equity of Toyota car brand was Advertising. Then, the result of coefficient determination was 0.495, which mean 49.5% of the equity of Toyota car brand was influenced by Advertising, Sales Promotion, Personal Selling, Public Relations and Publication. The rest 50.4% was influenced by other variables which are not included in this study.
Keywords: Advertising, Sales Promotion, Personal Selling, Public Relations and Publication, Brand Equity.
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