PENGARUH KOMUNIKASI PEMASARAN TERPADU TERHADAP EKUITAS MEREK DAN KEPUTUSAN PEMBELIAN (STUDI PADA HOTEL SWISS-BELINN SKA PEKANBARU)

Abstract

Growth in urban hospitality industry is currently experiencing rapid
growth, especially with the number of the hotel stands. The number of hotel that
stands in urban areas, can not inevitable that competition among the higher hotel to
seek out new customers or retain customers. Companies should communicate with
stakeholders the current and potential as well as the general public. This research
aims to determine the effect of integrated marketing communications (advertising,
personal communications, sales promotion, public relations, instruction materials,
corporate design) to the brand equity and purchase decisions). The population of the
study was the one who stayed at the hotel Swiss Belinn SKA Pekanbaru with samples
of 184 respondents. Data were collected through questionnaires and analyzed using
Structural Equation Modeling (SEM) software SmartPLS. Based on this research
result, advertising, personal communication, instruction materials, and corporate
design positive and significant impact on brand equity. Meanwhile, sales promotion,
public relations but not significant positive effect on brand equity. Furthermore,
personal communication, public relations, instruction materials and brand equity
positive and significant influence on purchasing decisions, while advertising, sales
promotion, corporate design but not significant positive effect on purchasing
decisions. The study recommends swiss hotel Belinn SKA Pekanbaru to improve
integrated marketing communications in order to support the brand equity and
purchasing decisions visitors.