PENGARUH KOMUNIKASI PEMASARAN TERPADU (INTEGRATED MARKETING COMMUNICATION) TERHADAP CITRA MEREK (BRAND IMAGE) PADA PT. TELKOMSEL SAMARINDA

Abstract

The purpose of this study is to determine and analyze the effect of integrated marketing communications with independent variables of advertising, sales promotion, public relations, personal selling and direct & online marketing on the dependent variable of brand image at PT. Telkomsel Samarinda, both partially and simultaneously.

This research was conducted in Samarinda city. The sample taken was 96 respondents using the Non Probability Sampling method with a purposive sampling technique. Data collection was carried out by distributing questionnaires using Google Form with a Likert scale to measure each indicator.

The analysis instruments used in this study consist of instrument tests consisting of validity and reliability tests, classical assumption tests consisting of normality tests, linearity tests, multicollinearity tests, heteroscedasticity tests and autocorrelation tests. The research method used in this study is multiple linear regression analysis consisting of partial test (t-test), simultaneous test (f-test) and coefficients of determination using the SPSS v23 statistical program tool.

The results showed that based on the F test or simultaneously (together) where the variables of advertising, sales promotion, public relations, personal selling and direct & online marketing have a positive and significant effect on brand image. Based on the t test or partially the advertising variable has a positive and insignificant effect on brand image, the sales promotion variable has a positive and insignificant effect on brand image, the public relations variable has a positive and insignificant effect on brand image, the personal selling variable has a positive and significant effect on brand image and the direct & online marketing variable has a positive and significant effect on the brand image of PT Telkomsel Samarinda.