Dermawan, Indra Primary Author mixed material bibliography Bandung Magister Ilmu Sosial Dan Politik 2015 id Indonesia

ix,;137 hlm,;29,5 cm This Study aims to determine how the effect of the promotion mix program off air English service program (ESP) at RRI Pr02 FM bandung to the loyalty listeners, to be able communicate its service to listeners, program off air English service program (ESP) at RRI Pr02 FM Bandung conducting promotional mix. According to Kotler & Amstrong (2008: 166) promotion mix also called marketing communications mix that with the promotion mix in wich the promotional mix companies can communicate persuasively the value to customers and build relationships with customers The author uses the theory of Kotler (2009: 175) on marketing mix consists of eight basic tools as the promotional mix of research, namely is promotion, sales promotion, event and experience, public relations and publicity, direct marketing, interactive marketing, word of mouth marketing, personal selling. To a variable loyalty as the variable Y the author uses the theory from Griffin (2002:31) loyalty consists of four character that is : 1. Make reguler repeat phurchases 2. Purchases across product and service line 3. Refers other 4. Demonstrates on immunity to the full of the competition The results of the analysis in this study were analyzed using analysis SEM (Structure Equation Models) and showed a significant effect of promotion mix 61,9% so that the remaining 38,1% is another contribution of the variables that are not observed Dermawan, Indra 650 Der P Perpustakaan Universitas Padjadjaran Kementerian Riset Teknologi dan Pendidikan Tinggi 650 Der P/R.17.207 01001150700261 Perpustakaan Pusat (REF.17.207) 650 Der P 20%252Fscan0001.jpg.jpg 47491 2017-04-02 04:36:53 2018-08-16 12:24:00 machine generated