Analisis faktor integrated marketing communication terhadap customer loyalty melalui campaign effectiveness pada konsumen adidas di Surabaya

Pratama, Tamara Putri (2019) Analisis faktor integrated marketing communication terhadap customer loyalty melalui campaign effectiveness pada konsumen adidas di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Meningkatnya kesadaran masyarakat akan hidup sehat, maka gaya hidup sehat mulai diadopsi yaituh berolahraga. Didalam berolahraga tentu saja membutuhkan pakaian olahraga karena pakaian yang umum digunakan tidak sesuai dengan aktivitas berat seperti berolahraga. Dengan semakin banyaknya orang yang membeli produk-produk olahraga maka kelengkapan untuk berolahraga semakin meningkat dari tahun ke tahun maka membuka peluang yang lebar pada pertumbuhan dan perkembangan bisnis olahraga barang maupun jasa. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Integrated Marketing Communication dan Campaign Effectiveness terhadap Customer Loyalty. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Integrated Marketing Communication sehingga meningkatkan Campaign Effectiveness yang pada akhirnya akan meningkatkan Customer Loyalty dari perusahaan Adidas. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan AMOS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 100 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, mengetahui Adidas dan pernah melakukan pembelian di Adidas dalam kurun 6 bulan terakhir. Hasil penelitian menunjukkan bahwa Integrated Marketing Communication dengan koefisien regresi sebesar 0.943 secara positif dan signifikan mempengaruhi Campaign Effectiveness; Integrated Marketing Communication dengan koefisien regresi sebesar 0.331 secara positif dan signifikan mempengaruhi Customer Loyalty; dan Campaign Effectiveness dengan koefisien regresi sebesar 0.457 secara positif dan signifikan mempengaruhi Customer Loyalty / Public awareness of healthy living has increased, a healthy lifestyle began to be adopted, including exercise. In exercising, of course, you need sports clothing because clothing that is commonly used is not suitable for strenuous activities such as exercise. With the increasing number of people who buy sports products, the completeness for sports is increasing from year to year, opening wide opportunities for the growth and development of the sporting business of goods and services. The purpose of this study was to determine the effect of Integrated Marketing Communication and Campaign Effectiveness against Customer Loyalty. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of Integrated Marketing Communication so as to increase Campaign Effectiveness which will ultimately increase Customer Loyalty of the Adidas Company. This study is causal. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 100 respondents with the characteristics of male and female respondents aged 18-60 years, know about Adidas and buy a product from Adidas at least 6 months and live in Surabaya. The results showed that Integrated Marketing Communication with regression coefficient of 0.943 positive and significantly affect Campaign Effectiveness; Integrated Marketing Communication with regression coefficient of 0.331 positive and significantly affect Customer Loyalty; and Campaign Effectiveness with regression coefficient of 0.457 positive and significantly affect Customer Loyalty

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