THIFALNY, TREESTY AMIRA (2020) PERSEPSI KONSUMEN TERHADAP INTEGRATED MARKETING COMMMUNICATION PT. GOJEK INDONESIA PADA PERIODE 2019-2020. Undergraduate thesis, UPN "VETERAN" JATIM.
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Abstract
This study aims to finds out how consumer perception about Integrated Marketing Communication (IMC) by Gojek Indonesia can be received as a whole or not. The whole perceptions can affect purchase decision from consumer. This study uses qualitative research types with descriptive research types. This method used to looking for deep and comprehensive information. Researches conducted in-depth interview to who were Gojek Indonesia’s consumer and documentation to collecting data. In this study found differences perceptions among informants that occur due to two factors, experiences and places. In fact, using IMC can not make informants form the whole perception into their purchase decisions because informants do not receive IMC as a comprehensive perception. However, informants choose only one of the marketing communication mix which is sales promotion that can influence them to use Gojek . Keywords: consumer perception, IMC, marketing communication mix
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 11 Jun 2021 02:42 | ||||||||
| Last Modified: | 11 Jun 2021 02:42 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1927 |
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