SAFI`AH, NONG (2023) PENGARUH INTEGRATED MARKETING COMMUNICATION (IMC) TERHADAP CUSTOMER BASE BRAND EQUITY SKINCARE LOKAL SCARLETT WHITENING (Survey pada Mahasiswi Ilmu Komunikasi FISIP UNTIRTA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Digital transformation caused by sosial restrictions during the Covid -19 pandemic has created new patterns of consumer behavior and habits. Among them is the trend of beauty and skin health for women. The high demand for beauty products has made the skincare industry grow rapidly. So that marketers need effective marketing communications in tight competition in order to occupy certain Customer Base Brand Equity in the market, as is done by Scarlett Whitening. The purpose of this research is to find out whether there is a good influence partially including advertising elements; personal selling; sales promotion; direct sales; and public relations; as well as simultaneously Integrated Marketing Communication (IMC) for Scarlett Whitening Local Customer Base Brand Equity Skincare. This study uses the Stimulus-Response (SR) theory which analyzes the influence of message stimulus on the effect as a response to marketing communications. The approach used was quantitative with a survey method which was distributed to 100 sampels who were Communication Studies Students at FISIP UNTIRTA which had previously been determined through the proportional sampling method. The data obtained was then processed using SPSS version 21 software. The results of the correlation coefficient test showed that Integrated Marketing Communication (IMC) had a positive correlation with Scarlett Whitening Local Customer Base Brand Equity Skincare in a fairly strong degree (0.621). While the results of the research regression test showed that there was a simultaneous effect of Integrated Marketing Communication (IMC) on Scarlett Whitening Local Customer Base Brand Equity Skincare of 45.9%. in Communication Studies Student FISIP UNTIRTA. Keywords: Integrated Marketing Communication (IMC), Customer Base Brand Equity, Local Skincare, Scarlett WhiteninG
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Transformasi digital yang diakibatkan oleh pembatasan sosial era pandemi Covid -19 menjadikan pola perilaku dan kebiasaan baru konsumen, di antaranya ialah trend kecantikan dan kesehatan kulit bagi kaum hawa. Tingginya permintaan akan produk kecantikan, menjadikan industri skincare bertumbuh pesat. Sehingga pemasar memerlukan komunikasi pemasaran yang efektif dalam pesaingan yang ketat agar menempati ekuitas merk tertentu dalam pasar, sebagaimana yang dilakukan oleh Scarlett Whitening. Tujuan dalam penelitian ini adalah untuk menngetahui ada tidaknya pengaruh baik secara parsial meliputi elemen iklan; penjualan personal; promosi penjualan; penjualan langsung; dan hubungan masyarakat; serta secara simultan Integrated Marketing Communication (IMC) terhadap Customer Base Brand Equity Skincare Lokal Scarlett Whitening. Penelitian ini menggunakan teori Stimulus -Respons (SR) yang menganalisis pengaruh stimulus pesan terhadap efek sebagai respons komunikasi pemasaran. Adapun pendekatan yang digunakan ialah kuantitatif dengan metode survey yang disebar kepada 100 sampel yang merupakan Mahasiswi Ilmu Komunikasi FISIP UNTIRTA, yang sebelumnya telah ditentukan melalui metode proporsional sampling . Data yang didapat kemudian diolah menggunakan bantuan software SPSS versi 21. Hasil uji koefesien korelasi menunjukan bahwa Integrated Marketing Communication (IMC) berkorelasi positif terhadap Customer Base Brand Equity Skincare Lokal Scarlett Whitening dalam derajat yang cukup kuat (0.621). Sementara hasil uji regresi penelitian menunjukan bahwa terdapat pengaruh simultan Integrated Marketing Communication (IMC) terhadap Customer Base Brand Equity Skincare Lokal Scarlett Whitening sebesar 45,9%. pada Mahasiswi Ilmu Komunikasi FISIP UNTIRTA. Kata Kunci : Integrated Marketing Communication (IMC), Customer Base Brand Equity, Skincare Lokal, Scarlett Whitening | |||||||||
| Uncontrolled Keywords: | Keywords: Integrated Marketing Communication (IMC), Customer Base Brand Equity, Local Skincare, Scarlett Whitening Kata Kunci : Integrated Marketing Communication (IMC), Customer Base Brand Equity, Skincare Lokal, Scarlett Whitening | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Nong Safiàh | |||||||||
| Date Deposited: | 29 May 2023 14:48 | |||||||||
| Last Modified: | 29 May 2023 14:48 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/24916 |
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