Amita T R I Asih (original) (raw)
Uploads
Papers by Amita T R I Asih
Jurnal Manajemen - Fakultas Ekonomi Universitas Tarumanagara, Feb 3, 2017
The aim of this research is to determine the influence of integrated marketing communication to v... more The aim of this research is to determine the influence of integrated marketing communication to visitor's purchasing decisions and their impact on tenant's decisions for renewing contract in Palembang Square Mall. The research was conducted by distributing questionnaires to 135 visitors of PS Mall and 101 tenant leases at PS Mall. This research is using Structural Equation Modeling (SEM) with AMOS program to analyze the data. The results indicate that integrated marketing communication of PS Mall significantly influence the purchasing decision of visitors but has no significant effect on tenant's decision for renewing contract. The results also indicate that visitor's purchase decision also has no significant influence to tenant's decision for renewing contract in Palembang Square Mall.
This study aims to determine the effect of integrated marketing communication (advertising, perso... more This study aims to determine the effect of integrated marketing communication (advertising, personal communication, sales promotion, public relations, instructional materials, corporate design) to brand equity and purchase decision. The population of the study were people who had stayed at the Swiss Belinn SKA Hotel in Pekanbaru City, with a sample of 184 respondents. Data were collected throught questionnaire and data analysis using Structural Equation Modelling (SEM) with SmartPLS software. Base on the results of research : advertising, personal communication, instructional materials, and corporate designs, have a positive and significant impact on brand equity; while sales promotion, public relations have positive but not significant effect on brand equity. Furthermore, personal communication, public relation, instructional materials and brand equity have a positive and signigficant impact on purchasing decisions; while advertising, sales promotion, corporate design has a positiv...
Jurnal Manajemen - Fakultas Ekonomi Universitas Tarumanagara, Feb 3, 2017
The aim of this research is to determine the influence of integrated marketing communication to v... more The aim of this research is to determine the influence of integrated marketing communication to visitor's purchasing decisions and their impact on tenant's decisions for renewing contract in Palembang Square Mall. The research was conducted by distributing questionnaires to 135 visitors of PS Mall and 101 tenant leases at PS Mall. This research is using Structural Equation Modeling (SEM) with AMOS program to analyze the data. The results indicate that integrated marketing communication of PS Mall significantly influence the purchasing decision of visitors but has no significant effect on tenant's decision for renewing contract. The results also indicate that visitor's purchase decision also has no significant influence to tenant's decision for renewing contract in Palembang Square Mall.
This study aims to determine the effect of integrated marketing communication (advertising, perso... more This study aims to determine the effect of integrated marketing communication (advertising, personal communication, sales promotion, public relations, instructional materials, corporate design) to brand equity and purchase decision. The population of the study were people who had stayed at the Swiss Belinn SKA Hotel in Pekanbaru City, with a sample of 184 respondents. Data were collected throught questionnaire and data analysis using Structural Equation Modelling (SEM) with SmartPLS software. Base on the results of research : advertising, personal communication, instructional materials, and corporate designs, have a positive and significant impact on brand equity; while sales promotion, public relations have positive but not significant effect on brand equity. Furthermore, personal communication, public relation, instructional materials and brand equity have a positive and signigficant impact on purchasing decisions; while advertising, sales promotion, corporate design has a positiv...