Improving Brand Image of Product Through Integrated Marketing Communications

Abstract

This study aims to test and analyze the effect of Integrated Marketing Communication (advertising, sales promotion, public relations, personal selling, direct & online marketing) on Brand Image of Television Electronic Products. The population in this study were customers or users of Panasonic brand televisions totaling 2,576 customers. To determine the number of samples used the Slovin formula and obtained 100 people spread across the Jayapura city area. The data in this study used primary data collected by distributing questionnaires to all respondents. The data in this study will be tested with several stages of testing, namely descriptive statistical tests, validity and reliability tests and testing all hypotheses through the coefficient of determination test, partial test (t test) and simultaneous test (f test). The results of this study indicate that the variables of advertising, promotion, public relations, personal selling and direct & online marketing have a positive and significant effect on the brand image of electronic television products at PT Panasonic Gobel. And based on the test results on all variables in the integrated marketing communication program, the promotion variable has the most dominant value that affects the brand image of electronic television products at PT Panasonic Gobel.