Analisis hubungan Program Public Relations, Advertisement, Direct Sales And Promotion Serta Experiental Marketing Terhadap Destination Brand Equity Kota Solo

Abstract

ABSTRAK . Tesis ini membahas hubungan dan pengaruh Integrated Marketing Communication dengan destination brand equity kota Solo brand equity Bagaimana dampak dari berbagai program IMC yang telah dilakukan Pemerintah kota Solo mampu meningkatkan ekuitas merknya sebagai bentuk indikasi kesuksesan strategi Pemasaran Kota, yang dianalisis berdasarkan implikasi model IMC, merupakan tujuan utama dalam penelitian ini. Pendekatan dalam penelitian ini menggunakan paradigma positivistik. Bersifat penelitian kuantitatif dengan metode eksplanatif. Populasi adalah khalayak wisatawan yang mengunjungi kota Solo. Pemilihan sampel berdasarkan non-probability dan dengan tehnik accidental sampling, mengingat tidak adanya kerangka sampel. Jumlah total responden yang menjadi sampel sebanyak 200 orang. Metode pengumpulan data menggunakan kuesioner. Akhirnya, data dianalisis secara univariat dan bivariat untuk penggambaran dan penjelasan keterkaitan data variable-variabel independen maupun variable dependen. Hasil penelitian menggambarkan bahwa program-program komunikasi pemasaran yang bersifat soft-sell seperti public relations, dan advertising lebih besar pengaruhnya dalam pembentukan ekuitas merk kota Solo, dibandingkan program-program yang bersifat hard-sell seperti experiential marketing dan direct sales and promotion. Kata kunci: Brand Equity, Destination brand equity, Public Relations, Advertisement, Direct sales and Promotion dan Experiential Marketing, IMC ABSTRACT . This thesis discussed relations and influence of Integrated Marketing Communication with destination brand equity city of Solo. How the impact of various programs of IMC that have been done by the Solo city‟s government able to raise the value of Solo‟s brand equity. As an indicator of the city marketing strategies, were analyzed based on the implications of the IMC model, is the main goal in this study. The approach in this study using positivistic paradigm. Using Quantitative research method explanative. Population is the audience who visit the city of Solo. Selection is based on non-probability sample and the accidental sampling technique, given the absence of a sample frame. The total number of respondents who became a sample are 200 people. Methods of data collection using questionnaires. Finally, the data were analyzed by univariate and bivariate linkage to depictions and descriptions of data independent variables and the dependent variable. The result of this research shows that marketing communications programs which are called soft-sell like public relations, and advertising have a greater influence to build Solo‟s brand equity, compared to programs that are hard-sell as experiential marketing and direct sales and promotion. Kata kunci: Brand Equity, Destination brand equity, Public Relations, Advertisement, Direct sales and Promotion dan Experiential Marketing, IMC