The influence of branding as integrated marketing communication towards purchase decision of traveloka users in Alabang, Muntinlupa City
Type
Thesis
Authors
Category
Business Management
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Publication Year
2019
Abstract
THE INFLUENCE OF BRANDING AS INTEGRATED MARKETING COMMUNICATION TOWARDS PURCHASE DECISION OF TRAVELOKA USERS IN ALABANG, MUNTINLUPA CITY.
ALVELDA, JULIA., MENOR, JAYA CIELO L., and PADILLA, ERIKA MAE. The Influence of Branding as Integrated Marketing Communication Towards Purchase Decision of Traveloka Users in Alabang, Muntinlupa City. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. April 2019. Adviser: Ms. Fe S. Dullavin.
The study entitled “The Influence of Branding as Integrated Marketing Communication Towards Purchase Decision of Traveloka Users in Alabang, Muntinlupa City.” Determines the socio-demographic profile of the respondents, activities of Traveloka in terms of branding as integrated marketing communication, the level of influence of brand as integrated marketing communication towards purchase decision, and the significant relationship between the activities of Traveloka branding as integrated marketing communication towards purchase decision.
The study involved one hundred Traveloka users in selected hotels in Alabang, Muntinlupa City through the use of purposive sampling technique. This study adopted a descriptive and correlation method of research through the use of questionnaires. The statistical tools used in this study were percentage, Liker Scale, weighted mean, and Pearson-r. These tools were appropriate to assess the socio-demographic profile of the respondents and the influence of branding as integrated marketing communication towards purchase decision of Traveloka users in Alabang, Muntinlupa City.
The study revealed in the socio-demographic profile that most if the respondents were females age ranging from 30-33 years old, college graduates, and others with a monthly income of 30,001 and above.
In terms of all the activities of Traveloka branding as integrated marketing communication, it revealed that reaching consumers through mass or targeted advertisements, shaping brand preference through providing detailed content, driving short-term sales, and run for long term brand loyalty have an influenced towards Traveloka Users in three selected affiliated in Alabang, Muntinlupa City. It showed that it has a correlation towards the level of influence of brand that leads Traveloka users to have purchase decision.
In terms of the level of influence of brand as integrated marketing communication towards purchase decision, it revealed that create advocacy and create commotion on social media, Traveloka users are highly influenced. However, in create conversions and create word-of-mouth, Traveloka users are moderately influenced.
Furthermore, the results of the study revealed that there is a significant relationship between the activities of Traveloka branding as integrated marketing communication towards purchase decision.
ALVELDA, JULIA., MENOR, JAYA CIELO L., and PADILLA, ERIKA MAE. The Influence of Branding as Integrated Marketing Communication Towards Purchase Decision of Traveloka Users in Alabang, Muntinlupa City. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management. Cavite State University – Bacoor City Campus, City of Bacoor, Cavite. April 2019. Adviser: Ms. Fe S. Dullavin.
The study entitled “The Influence of Branding as Integrated Marketing Communication Towards Purchase Decision of Traveloka Users in Alabang, Muntinlupa City.” Determines the socio-demographic profile of the respondents, activities of Traveloka in terms of branding as integrated marketing communication, the level of influence of brand as integrated marketing communication towards purchase decision, and the significant relationship between the activities of Traveloka branding as integrated marketing communication towards purchase decision.
The study involved one hundred Traveloka users in selected hotels in Alabang, Muntinlupa City through the use of purposive sampling technique. This study adopted a descriptive and correlation method of research through the use of questionnaires. The statistical tools used in this study were percentage, Liker Scale, weighted mean, and Pearson-r. These tools were appropriate to assess the socio-demographic profile of the respondents and the influence of branding as integrated marketing communication towards purchase decision of Traveloka users in Alabang, Muntinlupa City.
The study revealed in the socio-demographic profile that most if the respondents were females age ranging from 30-33 years old, college graduates, and others with a monthly income of 30,001 and above.
In terms of all the activities of Traveloka branding as integrated marketing communication, it revealed that reaching consumers through mass or targeted advertisements, shaping brand preference through providing detailed content, driving short-term sales, and run for long term brand loyalty have an influenced towards Traveloka Users in three selected affiliated in Alabang, Muntinlupa City. It showed that it has a correlation towards the level of influence of brand that leads Traveloka users to have purchase decision.
In terms of the level of influence of brand as integrated marketing communication towards purchase decision, it revealed that create advocacy and create commotion on social media, Traveloka users are highly influenced. However, in create conversions and create word-of-mouth, Traveloka users are moderately influenced.
Furthermore, the results of the study revealed that there is a significant relationship between the activities of Traveloka branding as integrated marketing communication towards purchase decision.
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