Andri Gazam 120820150016 Primary Author mixed material bibliography Bandung Magister Ekonomi Dan Bisnis 2017 id Indonesia

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vii,; 168 hlm,; 29,5 cm PT. Pos Indonesia is' a State Owned Enterprise (SOE/BUMN) in Indonesia that operates in the courier industry. The current development of the communications and telecommunications industry has had a major impact on the courier industry, especially on letters and packages. This resulted in the decline in the company's business performance from 2000 to 2007. In 2009, Pos Indonesia conducted internal and business transformation in order to compete. The decline in the performance affectedthe consumers' brand trust and commitment. The company conducted marketing communications to foster relationships and restore consumer trust. Marketing communication and the increase in the consumers' trust can lead to consumers' commitment to the Pos Indonesia brand. The purpose of this research is to find out the effect of Integrated Marketing Communication and Brand Trust on Brand Commitment. The research method used in this research is descriptive and verificative. A survey was conducted on 300 Pos Express users in Bandung city. The results of this research indicate that there is a positive influence between Integrated Marketing Communication and Brand Trust on Brand Commitment. Based on the results, Integrated Marketing Communications have a stronger influence than Brand Trust. In addition, Integrated Marketing Communication and Brand Trust simultaneously have a positive effect on Brand Commitment. Andri Gazam 120820150016 integrated marketing communication, brand trust, b 658.81 And p Perpustakaan Universitas Padjadjaran Kementerian Riset Teknologi dan Pendidikan Tinggi 658.81 And p/R.344.1 010030008128 Perpustakaan Pusat (REF.12.344.1) 658.81 And p/R.344.1 20%252Fscan0001.jpg.jpg 61790 2018-04-24 08:53:42 2018-04-24 08:54:39 machine generated