Pengaruh Corporate Ability dan Strategi Integrated Marketing Communication terhadap Corporate Reputation dengan Product Involvement sebagai Variabel Moderasi

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Published: Dec 28, 2023
DOI: https://doi.org/10.51544/jlmk.v7i1.2629
Keywords:
Corporate Ability Integrated Marketing Communication Corporate Reputation Product Involvement

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Lutfy Azhary Nahrian
London School of Public Relations
Citra Nadia
London School of Public Relations

Abstract

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.

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How to Cite
Nahrian, L. A., & Nadia, C. (2023). Pengaruh Corporate Ability dan Strategi Integrated Marketing Communication terhadap Corporate Reputation dengan Product Involvement sebagai Variabel Moderasi. JURNAL LENSA MUTIARA KOMUNIKASI, 7(1), 194–203. https://doi.org/10.51544/jlmk.v7i1.2629
Issue
Vol. 7 No. 1 (2023): Jurnal Lensa Mutiara Komunikasi
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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