Pengaruh Pemasaran Event terhadap Citra Merek Minuman Isotonik Mizonedi Surabaya
DOI:
https://doi.org/10.26740/bisma.v7n1.p9-16Keywords:
event marketing and brand image.Abstract
Event marketing was previously consideredas a complementary formarketing communications. Currently event marketing is increasingly recognized as one of the effective ways to build brand image of a company. one of the companies that use event marketing as one of the strategies is Mizone. therefore, this study aims to investigate the influence of event marketing to the brand image. Limitation of the studyis the respondents who attend the event or who purchase the product when the event took place. The samples were used as much as 210 people. using purposive sampling technique. The research instrument that used was a questionnaire, and simple linear regression analysis. This study shows there is positive effect between event marketing to brand image Mizone isotonic waterReferences
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Barata, Atep adya. 2004. Dasar-dasar pelayanan prima: Cetakan kedua. Jakarta: Elex Media Komputindo.
Belch, George. E and Belch, Michael E. 2004. Advertising and Promotion: An Intergrated Marketing Communication Perspective Eight Edition. New York: McGraw Hill.
Drengner, Jan, Hansjoerg Gaus and Steffen Jahn. 2008. œDoes Flow Influence the Brand Image in Event Marketing". Journal of Advertisng Research.Blanchard, A. L., & Markus, M. L. (2002). Sense of Virtual Community- Maintaining the Experience of Belonging. System Sciences , 3566-3575 Vol. 48 issue 1, hal 138.
Duncan, Tom. 2005. œThe Principles of Advertising and IMC. New York: McGraw Hill.
Ferrinadewi, Erna. 2008. Merek & Psikologi Konsumen: Implikasi pada Strategi Pemasaran. Yogyakarta: Penerbit Graha Ilmu.
Hoyle, Leonard H. 2006. Event Marketing. Jakarta: Penerbit PPM.
Huseyin, Kose, Mehpore Tokay Argan and Metin Argan. 2011. œSpecial Event Management and Event Marketing: A Case Study of TKBL all Star 2011 in Turkey. Journal of Management and Mareting Research: special event management hal 03..
Julie Z. Sneat dan R. Zachary Finney. 2008. œAn IMC Approach to Event Marketing The Effect of Sponshorship and Experience on Customer Attitude. Journal of Advertising Research Vol 45 issue 4 hal. 373.
Kennedy, John E. 2009. Manajemen Even. Jakarta: Penerbit BPI Khoon Y. Koh, PhD dan Anita A.
Jackson, PhD. 2006. œSpecial Event Marketing: An Analysis of a Country Fair. Journal of Convention & Event Tourism, Vol. 8 hal 2.
Kotler, Phillip dan Keller, Kevin. 2007. Manajemen Pemasaran Edisi Kedua Belas Jilid 1. New Jersey: Pearson Prentice Hall dan Indeks.
Majalah Marketing. 2012-2013
OToole, William dan Mikolaitis, Phyllis. 2007. Corporate Event Management. Jakarta: Penerbit PPM.
PPM Riset Manajemen. 2008. Event Marketing. Seminar Event Marketing That Sell!. Jakarta.
Shimp, Terense, A. 2003. Periklanan Promosi dan Aspek Tambahan Komunikasi Pemasaran Terpadu. Jakarta: Penerbit Erlangga.
Shimp, Terence, A. 2007, Integrated Marketing Communication In Advertising and Promotion, Edisi Ketujuh, New York, McGrawHill.
Sutisna, SE, ME, 2001, Perilaku Konsumen & Komunikasi Pemasaran, Rosda, Bandung.
Swastha, Basu. 1998, Manajemen Penjualan, Edisi Tiga, Yogyakarta: BPFE.
Tjiptono, Fandy. 2008. Pemasaran Strategik. Yogyakarta: Penerbit Andi.
Wang, Xuehua & Zhilin Yang. 2010. The effect of brand credibility on customer brand purchase intention in emerging economies: The moderating role of Brand awarness and brand image. Journal of Global Marketing Vol23 hal. 108. www.pengusaha-indonesia.com
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Published
2018-05-22
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Sukoco, M. H. (2018). Pengaruh Pemasaran Event terhadap Citra Merek Minuman Isotonik Mizonedi Surabaya. BISMA (Bisnis Dan Manajemen), 7(1), 9–16. https://doi.org/10.26740/bisma.v7n1.p9-16
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