| dc.contributor.author | Prasetyo, Mohamad Hadi | |
| dc.date.accessioned | 2016-12-27T08:51:51Z | |
| dc.date.available | 2016-12-27T08:51:51Z | |
| dc.date.issued | 12/27/2016 | |
| dc.identifier.issn | 19793650 | |
| dc.identifier.uri | http://repository.ekuitas.ac.id/handle/123456789/190 | |
| dc.description | Mohamad Hadi Prasetyo - Dosen Sekolah Tinggi Ilmu Ekonomi (STIE) Ekuitas Bandung; (hadi.p@ekuitas.ac.id) ; Jurnal Manajemen Teori dan Terapan, Tahun 9 No.1, April 2016 | en_US |
| dc.description.abstract | The cigarette industry in Indonesia has evolved from a traditional industry to be one of the important
manufacturing sectors in terms of value added, employment and government revenue. On the other hand,
aside from increasing social welfare, the government also has a moral responsibility particularly for raising
public awareness of their health. Draft of Government Regulation regarding tobacco based-product as an
addictive substance expressly prohibits the advertising, promotion and sponsorship of products containing
tobacco. In the industry of mild class cigarette, the level of competition gets tighter where many cigarette
companies conduct their integrated marketing communication activities in creative ways. This research is
aimed at determining the effect of Integrated Marketing Communication variables on Brand Image of mild
class cigarette companies in Bandung region. This research type is descriptive and verification research. The
method used is survey descriptive method i.e collecting data on the research object by taking a sample of the
population. Questionnaires are used as the principal means of collecting data. The positive coefficient shows
that there is a positive relationship between the integrated marketing communications with brand image. As t
count > t table (7.748> 1.965), H0 is rejected. Thus, it is found that there is a significant influence of integrated
marketing communications on brand image. | en_US |
| dc.language.iso | other | en_US |
| dc.publisher | Fakultas Ekonomi, Universitas Airlangga | en_US |
| dc.relation.ispartofseries | JR;00021 | |
| dc.subject | Marketing | en_US |
| dc.subject | IMC | en_US |
| dc.subject | Brand | en_US |
| dc.subject | Image | en_US |
| dc.subject | Cigarette | en_US |
| dc.title | Aktivitas Integrated Marketing Communications Terhadap Brand Image Untuk Industri Rokok Kelas Mild | en_US |
| dc.type | Article | en_US |
