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EFEKTIVITAS KEGIATAN PAMERAN PADA PT. ASCO DINAMIKA MOBILINDO CABANG CHEVROLET BANDUNG TERHADAP PENINGKATAN CITRA MEREK
EVI NOVIYANI (2007) | Skripsi | Ilmu Komunikasi , Ilmu Komunikasi , Ilmu Komunikasi
Bagikan
Ringkasan
The purpose of this research was to find out “the extent of effectivity of exhibition activities at PT. Asco Dinamika Mobilindo’s Bandung Chevrolet branch on the improvement of brand image. Therefore, to deal with the problem above, the researcher analyzed the implementation of exhibition activities, the content of materials, recognition, reputation, affinity and domain.
The research type was quantitative. The research method used was survey by applying quantitative analysis technique. The sampling unit was the visitorsof exhibit activities in amount of 85 persons. The data was collected by spreading questionnaire, interview, and literature study. The analysis technique applied to see relationship between the variables was Rank Spearman’s coefficient of correlation
The research results showed that the influence of the implementation of exhibition activities on the improvement of brand image has a low relationship by correlation value of 0,3, the influence of the content of the materials on the improvement of brand image has a reasonable strong relationship by a correlation value of 0,4, the influence of recognition of effectivity of exhibit activities has a low relationship by a correlations value of 0,3, the influence of reputation of effectivity of exhibit activities has a very low, negligible relationship by correlation value of 0,1, the influence of affinity of effectivity of exhibit activities has a very low, negligible relationship by a correlation value of 0,2, and the influence of domain on effectiveness of exhibit activities has a reasonable strong relationship by a correlation value of 0,3. The result of data processing ang hypothesis test indicated that H was rejected, thus the research hypothesis H was accepted. The research results showed that there was an influence of the effectivity of exhibition activities at PT. Asco Dinamika Mobilindo;s Bandung Chevrolet branch on the improvement of brand image.
The research conclusion showed that effectivity of exhibition activities at PT. Asco Dinamika Mobilindo;s Bandung Chevrolet branch was adequately effective on the improvement of brand image.
The recommendation this research suggested was exhibition activities in the future should be better coordinate, by improving information dissemination in flyer and brochure media concerning Checrolet’s products.
Ringkasan Alternatif
The purpose of this research was to find out “the extent of effectivity of exhibition activities at PT. Asco Dinamika Mobilindo’s Bandung Chevrolet branch on the improvement of brand image. Therefore, to deal with the problem above, the researcher analyzed the implementation of exhibition activities, the content of materials, recognition, reputation, affinity and domain.
The research type was quantitative. The research method used was survey by applying quantitative analysis technique. The sampling unit was the visitorsof exhibit activities in amount of 85 persons. The data was collected by spreading questionnaire, interview, and literature study. The analysis technique applied to see relationship between the variables was Rank Spearman’s coefficient of correlation
The research results showed that the influence of the implementation of exhibition activities on the improvement of brand image has a low relationship by correlation value of 0,3, the influence of the content of the materials on the improvement of brand image has a reasonable strong relationship by a correlation value of 0,4, the influence of recognition of effectivity of exhibit activities has a low relationship by a correlations value of 0,3, the influence of reputation of effectivity of exhibit activities has a very low, negligible relationship by correlation value of 0,1, the influence of affinity of effectivity of exhibit activities has a very low, negligible relationship by a correlation value of 0,2, and the influence of domain on effectiveness of exhibit activities has a reasonable strong relationship by a correlation value of 0,3. The result of data processing ang hypothesis test indicated that H was rejected, thus the research hypothesis H was accepted. The research results showed that there was an influence of the effectivity of exhibition activities at PT. Asco Dinamika Mobilindo;s Bandung Chevrolet branch on the improvement of brand image.
The research conclusion showed that effectivity of exhibition activities at PT. Asco Dinamika Mobilindo;s Bandung Chevrolet branch was adequately effective on the improvement of brand image.
The recommendation this research suggested was exhibition activities in the future should be better coordinate, by improving information dissemination in flyer and brochure media concerning Checrolet’s products.