PENGARUH PROGRAM FACTORY VISIT DAN FILM SHOWING TERHADAP PEMBENTUKAN BRAND IMAGE PADA PT YAKULT INDONESIA PERSADA CICURUG SUKABUMI

Authors

  • Ray Sinta Rahayu Universitas Djuanda, Fakultas Ekonomi
  • Lucky Hikmat Maulana Universitas Djuanda, Fakultas Ekonomi

DOI:

https://doi.org/10.30997/jvs.v2i1.567

Abstract

The purpose of the research is to determine the response of visitors to the factory visit program conducted in PT Yakult Indonesia Persada, to determine the response of participants to the program showing the film held in PT Yakult Indonesia Persada and the response of visitors and participants of the brand image of PT Yakult Indonesia Persada, and to know influence factory visit program and showing films simultaneously and partially to the formation of brand image on PT Yakult Indonesia Persada. The population in this study were the visitors and participants factory visit programs and movies showing PT Yakult Indonesia Persada in april 2015. The sampling of 120 people were taken from both programs. Analysis of data using multiple linear regression analysis, the correlation coefficient, coefficient of determination, F test and t test using SPSS 19. The results showed that the response of visitors and participants of the two programs are very good and the response to any good brand image, as well as simultaneous program factory visit and films showing positive and significant impact on the formation of brand image and partially each factory visit programs and movies showing positive and significant impact on the formation of brand image PT Yakult Indonesia Persada.
Keywords: Factory visit, Film showing and Brand image.

References

Ferdinand, Augusty. 2005. Manajemen Pemasaran: Sebuah Pendekatan Strategis Research Paper Series No.1. Program Magister Manajemen Undip. Badan Penerbit Undip.
Fitriana, N. 2011. Analisis Pengaruh Promosi Word Of Mouth Terhadap Brand image dan Proses Keputusan Kunjungan Kebun Raya Bogor. Skripsi pada Program Studi Manajemen, Fakultas Ekonomi dan Manajemen, Institut Pertanian Bogor, Bogor.
Keller, K.L 1993. Conseptualizing, measuring, and managing customer-basedbrand equity. Journal of Marketing. Vol 57 N0. 1 Hal. 1-22.
Kennedy, John E. Dan Soemanaraga, R. Dermawan. 2006. Marketing Communication: Taktik dan Strategi.
Kotler, Philip Amstrong, Gary. 2008. Prinsip-prinsip Pemasaran. Edisi Kedua Belas. Jilid 1. Erlangga. Jakarta.
Moore, F. 2005. Humas Membangun Citra dengan Komunikasi. PT Remaja Rosda Karya. Bandung.
Noble. 1999. Development in Marketing Science. Vol. 22, 1-5. Corall Gables. Academy of Marketing Science. Florida.
Nova, Firsan. 2011. Crisis Public relations. PT Rajagrafindo Persada. Jakarta.
Peter, J. P., Olson, J. C. 2002. Consumer Behaviour and Marketing Strategy. 6th ed. McGraw-Hill/Irwin. New York.
Philip Kotler & Kevin Lane Keller. 2009. Manajemen Pemasaran. Edisi 13. Jilid 1. Jakarta.
Prisgunanto, Ilham. 2006. Komunikasi Pemasaran: Strategi dan Taktik. Ghalla Indonesia. Bogor.
Ruslan, Rosady. 2006. Manajemen Public relations dan Media Komunikasi. PT Raja Grafindo Persada. Jakarta.
Saputra, Wahidin dan Rully Nasrullah. 2011. Public relations 2.0 (Teori dan Praktik Public relations di Era Cyber). Gramata Publishing. Jakarta.
Setiadi, Nugroho J. 2003, Perilaku Konsumen. Kencana. Jakarta.
Shimp, Terence. 2003. Periklanan Promosi. Erlangga. Jakarta.
Simamora, Henry. 2003. Manajemen Pemasaran Internasional. Cetakan Pertama. Jilid 2. Salemba Empat. Jakarta.
Sugiyono. 2001. Statistika Untuk Penelitian. Alfabeta. Jakarta.
. 2008. Metode Penelitian Administrasi. Jakarta. Bandung.
Tjiptono, Fandy. 2005. Brand Management & Strategi. Yogyakarta.
. 2008. Strategi Pemasaran. edisi 3. Yogyakarta
Tybout, A. M., Calkins, T. 2005. Kellog on Branding. New Jersey: John Wiley & Sons,Inc.
Umar, Husein. 2005. Metode Riset Akuntansi Terapan. PT.Gramedia Pustaka Utama. Jakarta.
Wasesa, Silih Agung. 2005. Strategi Public relations. Cetakan kedua. PT Gramedia Pustaka Utama. Jakarta.
http://karyatulisilmiah.com/makalah-pengertian-public-relations/ ( Pada hari Rabu tgl 31 Des 2014 pukul 16.00 ).
http://www.academia.edu/6603257/Berbagai_Komponen_Public_Relations ( Pada hari Rabu tgl 31 Des 2014 pukul 16.30).
http://www.yakult.co.id/ ( Pada hari Rabu
tgl 31 Des 2014 pukul 12.00 ).

Downloads

Published

2016-06-29

How to Cite

Rahayu, R. S., & Maulana, L. H. (2016). PENGARUH PROGRAM FACTORY VISIT DAN FILM SHOWING TERHADAP PEMBENTUKAN BRAND IMAGE PADA PT YAKULT INDONESIA PERSADA CICURUG SUKABUMI. Jurnal Visionida, 2(1), 29–38. https://doi.org/10.30997/jvs.v2i1.567

Issue

Section

Articles