Muhammad Naufal Aslam, NIM.: 21107030034 (2024) PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY MIE GACOAN CABANG YOGYAKARTA (SURVEI PADAMAHASISWA ILMU KOMUNIKASI UIN SUNAN KALIJAGA YOGYAKARTA ANGKATAN 2021 DAN 2022). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.
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Text (PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY MIE GACOAN CABANG YOGYAKARTA (SURVEI PADAMAHASISWA ILMU KOMUNIKASI UIN SUNAN KALIJAGA YOGYAKARTA ANGKATAN 2021 DAN 2022))
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Text (PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP BRAND EQUITY MIE GACOAN CABANG YOGYAKARTA (SURVEI PADAMAHASISWA ILMU KOMUNIKASI UIN SUNAN KALIJAGA YOGYAKARTA ANGKATAN 2021 DAN 2022))
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Abstract
Marketing today has developed from traditional marketing towards more dynamic and fast marketing in a corporate environment. A company's ability to convey information is important for success in marketing and establishing a company brand. This research aims to measure the magnitude of the influence of Integrated Marketing Communications on the Brand Equity of Mie Gacoan Yogyakarta branch on Communication Science students at UIN Sunan Kalijaga. The theory used in this research is Marketing Communication with the variables Integrated Marketing Communication and Brand Equity. This research uses a quantitative descriptive survey method with a research sample of 156 Communication Science students at UIN Sunan Kalijaga divided into the 2021 and 2022 classes which were determined using the Stratified Random Sampling sampling technique. The research results were calculated using simple linear regression analysis which resulted that Integrated Marketing Communications had a positive effect on Brand Equity with a sufficient level of relationship based on a correlation coefficient (R) value of 0.730 and a coefficient of determination (R-Square) value of 0.532 with a alpha error of 5%. It can be interpreted that Integrated Marketing Communication influences 53.2% of the Brand Equity of Mie Gacoan Yogyakarta branch and the other 46.8% is influenced by other factors
Item Type: | Thesis (Skripsi) |
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Additional Information / Supervisor: | Dr. Diah Ajeng Purwani, S.Sos, M.Si |
Uncontrolled Keywords: | Integrated Marketing Communication, Brand Equity, Mie Gacoan, Marketing Communication |
Subjects: | 300 Ilmu Sosial > 300 Ilmu-Ilmu Sosial > 302.2 Communication/Komunikasi |
Divisions: | Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1) |
Depositing User: | Muh Khabib, SIP. |
Date Deposited: | 05 Feb 2025 10:37 |
Last Modified: | 05 Feb 2025 10:37 |
URI: | http://digilib.uin-suka.ac.id/id/eprint/69823 |
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