AKTIVITAS INTEGRATED MARKETING COMMUNICATIONS TERHADAP BRAND IMAGE UNTUK INDUSTRI ROKOK KELAS MILD
ABSTRACT: The cigarette
industry in Indonesia has evolved from a traditional industry to be one of the important
manufacturing sectors in terms of value added, employment and government revenue.
On the other hand, aside from increasing social welfare, the government also
has a moral responsibility particularly for raising public awareness of their
health. Draft of Government Regulation regarding tobacco based-product as an
addictive substance expressly prohibits the advertising, promotion and
sponsorship of products containing tobacco. In the industry of mild class
cigarette, the level of competition gets tighter where many cigarette companies
conduct their integrated marketing communication activities in creative ways.
This research is aimed at determining the effect of Integrated Marketing Communication
variables on Brand Image of mild class cigarette companies in Bandung region.
This research type is descriptive and verification research. The method used is
survey descriptive method i.e collecting data on the research object by taking
a sample of the population. Questionnaires are used as the principal means of
collecting data. The positive coefficient shows that there is a positive
relationship between the integrated marketing communications with brand image.
As t count > t table (7.748> 1.965), H0 is rejected. Thus, it is found
that there is a significant influence of integrated marketing communications on
brand image.
Keywords: Marketing, IMC,
Brand, Image, Cigarette
Penulis: Mohamad Hadi Prasetyo
Kode Jurnal: jpmanajemendd161222
