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Image of Pengaruh Bauran Promosi Program Off Air English Service Program di RRI Pro 2 FM Bandung Terhadap Loyalitas Pendengarnya

 

Pengaruh Bauran Promosi Program Off Air English Service Program di RRI Pro 2 FM Bandung Terhadap Loyalitas Pendengarnya

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 ...

  • CodeCallNoLokasiKetersediaan
    01001150700261650 Der PPerpustakaan Pusat (REF.17.207)Tersedia
  • Perpustakaan
    Perpustakaan Pusat
    Judul Seri
    -
    No. Panggil
    650 Der P/R.17.207
    Penerbit Magister Ilmu Sosial Dan Politik : Bandung.,
    Deskripsi Fisik
    ix,;137 hlm,;29,5 cm
    Bahasa
    Indonesia
    ISBN/ISSN
    -
    Klasifikasi
    650 Der P
    Tipe Isi
    -
    Tipe Media
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    Tipe Pembawa
    -
    Edisi
    -
    Subyek
    -
    Info Detil Spesifik
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    Pernyataan Tanggungjawab
  • 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

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