Pengaruh Corporate Ability dan Strategi Integrated Marketing Communication terhadap Corporate Reputation dengan Product Involvement sebagai Variabel Moderasi
DOI:
https://doi.org/10.51544/jlmk.v7i1.2629Keywords:
Corporate Ability, Integrated Marketing Communication, Corporate Reputation, Product InvolvementAbstract
This study aims to determine the effect of cooperate ability and integrated marketing communication strategy on corporate reputation moderated by product involvement. This research is classified as quantitative research which aims to test the specified hypothesis. Respondents in this study were employees at Astra Honda Motor companies and branches in the Jabodetabek area. The sampling technique is randome sampling, taking 100 employees as a sample. Research data were obtained through questionnaires distributed through G-Form. The data collected was then analyzed with Path analysis assisted by the Smart PLS application. Based on the test results, it is known that corporate ability and IMC have a significant positive effect on corporate reputation, and product involvement has not been able to moderate the relationship between corporate ability and IMC on corporate reputation. Based on these findings, it is expected that the Astra Honda Motor company can always pay attention to communication and develop its capabilities in depth regarding aspects and indicators to maintain corporate reputation.
Downloads
References
Bianchi, E., Bruno, J. M., & Sarabia-Sanchez, F. J. (2019). The impact of perceived CSR on corporate reputation and purchase intention. European Journal of Management and Business Economics, 28(3), 206–221. https://doi.org/10.1108/EJMBE-12-2017-0068/FULL/PDF
Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. Journal of Marketing Research, 61(1), 68–84.
Brown, T. J., Dacin, P. A., Pratt, M. G., & Whetten, D. A. (2006). Identity, intended image, construed image, and reputation: An interdisciplinary framework and suggested terminology. Journal of the Academy of Marketing Science, 34(2), 99–106.
Guo, J., Wang, X., & Wu, Y. (2020). Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.101891
Hadi, D. P. (2020). PENGARUH KUALITAS LAYANAN TERHADAP MENCIPTAKAN REPUTASI, KEPUASAN DAN LOYALITAS PELANGGAN (Studi Kasus Di PT. Kianis Pratama). Master Theses of Management, 0(0).
Havard, C. T. (2018). Rivalry in Business. Graziadio Business Review, 21(2).
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Lutfy Azhary Nahrian, Citra Nadia
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
