Analisis pengaruh brand attachment pada strategi pemasaran word of mouth untuk perusahaan B2B telekomunikasi di Indonesia studi Lintasarta, Telkom, XL = Analysis on the impact of brand attachment as word of mouth marketing strategy for B2B telecommunications companies in Indonesia : study Lintasarta, Telkom, XL / Artini Rachman
| Main Author: | Artini Rachman, author |
|---|---|
| Format: | Masters Bachelors |
| Terbitan: |
, 2013
|
| Subjects: | |
| Online Access: |
http://lib.ui.ac.id/file?file=digital/20349974-T-Pdf Artini Rachman.pdf |
| ctrlnum |
20349974 |
|---|---|
| fullrecord |
<?xml version="1.0"?>
<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title>Analisis pengaruh brand attachment pada strategi pemasaran word of mouth untuk perusahaan B2B telekomunikasi di Indonesia : studi Lintasarta, Telkom, XL = Analysis on the impact of brand attachment as word of mouth marketing strategy for B2B telecommunications companies in Indonesia : study Lintasarta, Telkom, XL / Artini Rachman</title><creator>Artini Rachman, author</creator><type>Thesis:Masters</type><place/><publisher/><date>2013</date><description><b>ABSTRAK</b><br>
Tesis ini membahas penerapan strategi pemasaran Word of Mouth di dalam
aktivitas Integrated Marketing Communication (IMC) yang telah perusahaan B2B
Telekomunikasi di Indonesia dan analisis pengaruhnya terhadap brand
attachment untuk menciptakan pembelian atau permintaan kebutuhan target pasar
potensial terhadap produk layanan perusahaan tersebut di masa-masa mendatang.
Penelitian ini dilakukan terhadap korporasi-korporasi dari berbagai segmen
industri yang menjadi pelanggan 3 (tiga) perusahaan B2B telekomunikasi besar
di Indonesia yang dianggap mewakili pelaku industri, yaitu Lintasarta, Telkom
dan XL. Analisis data dilakukan dengan simple regression dan multiple
regression, terhadap variabel brand awareness, brand image, brand satisfaction,
brand trust, dan brand attachment
<hr>
<b>ABSTRACT</b><br>
The focus of this study is to analyze the impact of brand attachment as word of
mouth marketing strategy, as part of the Integrated Marketing Communications
(IMC) activities, for B2B telecommunications companies in Indonesia. PT
Aplikanusa Lintasarta, PT Telekomunikasi Indonesia Tbk, and PT XL Axiata, the
biggest players in ICT solutions with their programs in creating the needs for their
Information and Communication Technology (ICT) Solution for their potential
target markets, are the example for this research for using word of mouth
marketing strategy for creating the purchase intention by building brand
awareness, brand image, brand satisfaction, brand trust, and brand attachment.
The type of this research is quantitative research with descriptive research design
and using simple regression and multiple regression</description><subject>Brand loyalty</subject><subject>Brand choice</subject><identifier>20349974</identifier><source>http://lib.ui.ac.id/file?file=digital/20349974-T-Pdf Artini Rachman.pdf</source><recordID>20349974</recordID></dc>
|
| format |
Thesis:Masters Thesis Thesis:Bachelors |
| author |
Artini Rachman, author |
| title |
Analisis pengaruh brand attachment pada strategi pemasaran word of mouth untuk perusahaan B2B telekomunikasi di Indonesia : studi Lintasarta, Telkom, XL = Analysis on the impact of brand attachment as word of mouth marketing strategy for B2B telecommunications companies in Indonesia : study Lintasarta, Telkom, XL / Artini Rachman |
| title_sub |
studi Lintasarta, Telkom, XL = Analysis on the impact of brand attachment as word of mouth marketing strategy for B2B telecommunications companies in Indonesia : study Lintasarta, Telkom, XL / Artini Rachman |
| publishDate |
2013 |
| topic |
Brand loyalty Brand choice |
| url |
http://lib.ui.ac.id/file?file=digital/20349974-T-Pdf Artini Rachman.pdf |
| contents |
<b>ABSTRAK</b><br>
Tesis ini membahas penerapan strategi pemasaran Word of Mouth di dalam
aktivitas Integrated Marketing Communication (IMC) yang telah perusahaan B2B
Telekomunikasi di Indonesia dan analisis pengaruhnya terhadap brand
attachment untuk menciptakan pembelian atau permintaan kebutuhan target pasar
potensial terhadap produk layanan perusahaan tersebut di masa-masa mendatang.
Penelitian ini dilakukan terhadap korporasi-korporasi dari berbagai segmen
industri yang menjadi pelanggan 3 (tiga) perusahaan B2B telekomunikasi besar
di Indonesia yang dianggap mewakili pelaku industri, yaitu Lintasarta, Telkom
dan XL. Analisis data dilakukan dengan simple regression dan multiple
regression, terhadap variabel brand awareness, brand image, brand satisfaction,
brand trust, dan brand attachment
<hr>
<b>ABSTRACT</b><br>
The focus of this study is to analyze the impact of brand attachment as word of
mouth marketing strategy, as part of the Integrated Marketing Communications
(IMC) activities, for B2B telecommunications companies in Indonesia. PT
Aplikanusa Lintasarta, PT Telekomunikasi Indonesia Tbk, and PT XL Axiata, the
biggest players in ICT solutions with their programs in creating the needs for their
Information and Communication Technology (ICT) Solution for their potential
target markets, are the example for this research for using word of mouth
marketing strategy for creating the purchase intention by building brand
awareness, brand image, brand satisfaction, brand trust, and brand attachment.
The type of this research is quantitative research with descriptive research design
and using simple regression and multiple regression |
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