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Image of PENGARUH KOMUNIKASI PEMASARAN TERINTEGRASI DAN KEPERCA YAAN MEREK TERHADAP KOMITMEN MEREK . (SURVEY PADA PENGGUNA JASA POS EXPRESS Dl PT. POS INDONESIA KOTA BANDUNG) {The effect of Integrated Marketing Communication and Brand Trust on Brand Commitment (Survey on Users ofPos Express Service of PT. Pos Indonesia in Bandung city)}

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PENGARUH KOMUNIKASI PEMASARAN TERINTEGRASI DAN KEPERCA YAAN MEREK TERHADAP KOMITMEN MEREK . (SURVEY PADA PENGGUNA JASA POS EXPRESS Dl PT. POS INDONESIA KOTA BANDUNG) {The effect of Integrated Marketing Communication and Brand Trust on Brand Commitment (Survey on Users ofPos Express Service of PT. Pos Indonesia in Bandung city)}

PT. Pos Indonesia is' a State Owned Enterprise (SOE/BUMN) in
Indonesia that operates in the courier industry. The current development of the ...

  • CodeCallNoLokasiKetersediaan
    010030008128658.81 And p/R.344.1Perpustakaan Pusat (REF.12.344.1)Tersedia
  • Perpustakaan
    Perpustakaan Pusat
    Judul Seri
    -
    No. Panggil
    658.81 And p/R.344.1
    Penerbit Magister Ekonomi Dan Bisnis : Bandung.,
    Deskripsi Fisik
    vii,; 168 hlm,; 29,5 cm
    Bahasa
    Indonesia
    ISBN/ISSN
    -
    Klasifikasi
    658.81 And p
    Tipe Isi
    -
    Tipe Media
    -
    Tipe Pembawa
    -
    Edisi
    -
    Subyek
    integrated marketing communication, brand trust, b
    Info Detil Spesifik
    -
    Pernyataan Tanggungjawab
  • 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.

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