MIX PROMOTION EFFECT ON CORPORATE IMAGE IN KOTA BUNGA PUNCAK: WEST JAVA
No Thumbnail Available
Date
2013-11-18
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
23rd International Business Research Conference, World Business Institute
Abstract
Kota Bunga is a resort that is required to survive in a very competitive business in tight conditions, especially Kota Bunga is type of property are limited in terms of the concept of meaning rather than as a residential home. Kota Bunga should continue to attract consumer interest, while the phenomenon is occurring among residential villas (resort) have become one of the main options, home prices tend to be fantastic that declining interest, image, public now see that villa has been not trends again, villa has a peak in the region in terms of traffic barriers that is traffic jam.This research aims to determine the promotion mix includes advertising, sales promotion, public relations, personal selling and direct marketing in Kota Bunga, knowing the company's image in Kota Bunga determine the influence of promotion mix includes advertising, sales promotion, public relations, personal selling and direct marketing for the company's image in Kota Bunga either partially or simultan.Data collected in the field conducted in 2012. Data analysis using Path Analysis. The results showed that the five dimensions of promotion mix consists of advertising, sales promotion, public relations, personal selling and direct marketing together (simultaneously) significantly affect the company's image in Kota Bunga. The company's image can be perceived well by the owners of the villa with a coefficient of determination of 70.80%.
Description
Keywords
Mix Promotion, Corporate Image, West Java