The Impact of E-Integrated Marketing Communication (E-IMC) on Brand Equity for New College
This research discusses the impact of the application of E-Integrated Marketing Communication (E-IMC) applied to new universities. This qualitative research refers to the theoretical reference written by John W. Creswell. The sample was determined using the snowball sampling technique and the data collection technique was carried out by in-depth interviews (in-depth interview) and documentation. This study aims to describe the impact of the application of integrated marketing communications applied by polytechnic universities. The findings indicate that user experience affects the E-IMC typology used. E-IMC affects brand equity in higher education. Further research can avail a research model and test the model with quantitative studies with the addition of demographic factors. Because the object of this research is a new polytechnic type of university, the different types of tertiary institutions can also be an additional variable to be studied further.
Seteenkamp, J.E.M. dan Gielens, K. (2003), Consumer and Market Drivers of the Trial Probability of New Consumer Packaged Goods, Journal of Consumer Research, Vol 30, p. 368.
Pangkalan Data Pendidikan Tinggi (PDPT) KEMENRISTEK DIKTI https://forlap.ristekdikti.go.id/perguruantinggi/homegraphpt (accessed on 10 August 2019).
Asosiasi Pengguna Jasa Internet Indonesia (APJII). 2018. Indonesia Internet Users. Laporan Asosiasi Penyelenggara Jasa Internet Indonesia. (accessed on 10 August 2019).
Fang, Y., Qureshi, I., Sun, H. and McCole, P. 2014. Trust, Satisfaction, and Online Repurchase Intention: The Moderating Role of Perceived Effectiveness of E-Commerce Institutional Mechanism. MIS Quarterly, 38, 407-427.
Jensen, M.B. and Jepsen, A.L. 2006. Online Marketing Communications: Need for a New Typology for IMC? Journal of Website Promotion, 2, 19-35.
Chauhan, K. 2014. Organizational Flexibility and Competitiveness: Assessment of Electronic-based Integrated Marketing Communication for Rural Areas in North India, 14, 197-211.
Alexandru, P.N. and Carmen, A. 2011. A Qualitative Research Regarding the Marketing Communication Tools Used in the Online Environment. Annals of the University of Oradea, Economic Science Series, 119-125.
Kotler, Philip dan Kevin L. Keller. 2016. Manajemen Pemasaran edisi 12. Jakarta: Indeks
Shimp, T.A. 2014. Komunikasi Pemasaran Terpadu Dalam Periklanan dan Promosi Edisi 8. Jakarta : Penerbit Salemba Empat.
Keller, L.L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing. (57) 1:1-22.
Schultz, D.E. and Schultz, H.F. (2004), IMC the next generation: five steps for delivering value and measuring returns using marketing communication, McGraw-Hill.
Belch, George E., Belch, Michael A. 2009. Advertising and Promotion: An Integrated Marketing Communication Perspective. 8th Edition. New York: McGraw-Hill
Creswell, J. W. 2015. Penelitian Kualitatif dan Desain Riset Terjemahan Indonesia. Yogyakarta: Pustaka Pelajar.
Valos, M. J., Ewing, M.T. and Powell, I. H. (2010) Practitioner Prognostications on the Future of Online Marketing. Journal of Marketing Management, 26, 361-376.
Owen, R. and Humphrey, P. (2009) The Structure of Online Marketing Communication Channels. Journal of Management and Marketing Research, 2, 54-62