| dc.contributor |
|
|
| dc.creator |
Huda, Luqman Nur |
|
| dc.creator |
S.Sos., M.I.Kom, Indri Rachmawati |
|
| dc.date |
2020-02-03 |
|
| dc.identifier |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/19745 |
|
| dc.identifier |
10.29313/.v0i0.19745 |
|
| dc.description |
Abstract. Event becomes one of the choices for a brand in a marketing program, because the brand sees the event as an excellent promotional opportunity and a way to maintain the brand so that it does not compete. One of the many marketing events carried out by the Uniowell brand that conceptualizes Vintage Bikers is one of the Distinguished Gentleman’s Ride events. DGR (Distinguished Gentleman’s Ride). Unionwell is a clothing brand that combines elements of vintage with motorcycle culture. The research was conducted to determine the effect of the Distinguished Gentleman's Ride (DGR) event on Product Attributes in enhancing the Unionwell brand image, to analyze the effect of the Distinguished Gentleman's Ride (DGR) Bandung event on Consumer Benefits in enhancing the Unionwell brand image and to analyze whether the influence between Distinguished Gentleman's Ride (DGR) Bandung event towards Brand Personality in enhancing the Unionwell brand image. Marketing communication is a means by which a company can interact both with internal company parties (employees) and external (consumers, government, competitors, etc.) with the aim of improving the company's image. Kotler and Keller (2017: 26)The research method used is descriptive-quantitative because the data presented are in the form of descriptions of various quantitative comparisons between population sub-characteristics with questionnaire collection techniques. Data analysis techniques using quantitative analysis Interval assessment, Test the validity and reliability of Linear Regression Analysis, significance test. The results of this study are that there is an influence between the Distinguished Gentleman's Ride (DGR) Bandung event on the Product Attribute in enhancing the Unionwell brand image. There is an influence between the Distinguished Gentleman's Ride (DGR) Bandung event on Consumer Benefits in enhancing the Unionwell brand image. There is an influence between the Distinguished Gentleman’s Ride (DGR) Bandung event on Brand Personality in enhancing the Unionwell brand image Abstrak. Event menjadi salah satu pilihan bagi sebuah brand dalam program pemasaran, karena brand melihat event sebagai peluang promosi yang sangat baik dan cara untuk mempertahankan brand tersebut agar tidak kalah bersaing. Salah satu event marketing yang banyak dilakukan oleh brand Uniowell yang berkonsep Vintage Bikers salah satunya event Distinguished Gentleman’s Ride. DGR (Distinguished Gentleman’s Ride). Unionwell sebuah brand clothing yang menggabungkan unsur vintage dengan budaya sepeda motor. Adapun penelitian ini dilakukan untuk mengetahui menganalisa pengaruh event Distinguished Gentleman’s Ride (DGR) terhadap Product Atribute dalam meningkatkan citra merek Unionwell, untuk menganalisa pengaruh antara event Distinguished Gentleman’s Ride (DGR) Bandung terhadap Consumer Benefits dalam meningkatkan citra merek Unionwell dan untuk menganalisa apakah pengaruh antara event Distinguished Gentleman’s Ride (DGR) Bandung terhadap Brand Personality dalam meningkatkan citra merek Unionwell.Komunikasi pemasaran merupakan cara-cara yang dilakukan perusahaan untuk dapat berinteraksi baik dengan pihak-pihak internal perusahaan (karyawan) maupun eksternal (konsumen, pemerintah, pesaing, dll) dengan tujuan meningkatkan citra perusahaan. Kotler dan Keller (2017: 26). Metode penelitian yang digunakan yaitu deskriptif-kuantitatif karena data yang disajikan berupa deskripsi berbagai perbandingan secara kuantitatif antar subkarakteristik populasinya dengan teknik pengumpulan melalui kuesioner. Teknik analisis data menggunakan analisis kuantitatif Interval penilaian, Uji validitas dan reliabitas Analisis Regresi Linear, uji signifikansi.Hasil dari penelitian ini yaitu terdapat pengaruh antara event Distinguished Gentleman’s Ride (DGR) Bandung terhadap Product Atribute dalam meningkatkan citra merek Unionwell. Terdapat pengaruh antara event Distinguished Gentleman’s Ride (DGR) Bandung terhadap Consumer Benefits dalam meningkatkan citra merek Unionwell. Terdapat pengaruh antara event Distinguished Gentleman’s Ride (DGR) Bandung terhadap Brand Personality dalam meningkatkan citra merek Unionwell |
|
| dc.format |
application/pdf |
|
| dc.language |
eng |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.publisher |
Prosiding Manajemen Komunikasi |
|
| dc.relation |
http://karyailmiah.unisba.ac.id/index.php/mankom/article/view/19745/pdf |
|
| dc.rights |
Copyright (c) 2020 Prosiding Manajemen Komunikasi |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 1, Prosiding Manajemen Komunikasi (Februari, 2020); 69-74 |
|
| dc.source |
Prosiding Manajemen Komunikasi; Vol 6, No 1, Prosiding Manajemen Komunikasi (Februari, 2020); 69-74 |
|
| dc.source |
2460-6537 |
|
| dc.source |
10.29313/.v0i0 |
|
| dc.subject |
|
|
| dc.subject |
Event, Peningkatan Citra Merek , Manajemen Event, Distinguished Gentlemen’s Ride, Unionwell |
|
| dc.title |
Pengaruh Sponsorship Unionwell Dalam Event Distinguished Gentleman’s Ride (DGR) Bandung Dengan Citra Merek Unionwell |
|
| dc.type |
info:eu-repo/semantics/article |
|
| dc.type |
info:eu-repo/semantics/publishedVersion |
|
| dc.type |
Peer-reviewed Article |
|
| dc.type |
|
|