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ABSTRACT
Marisha Ramadhina (NRP: 0208070) The Influence Of Event Marketing
Towards The Loyalty Of Bandungs Ardan Radio Audience. Under the guidance
of Sri Wiludjeng, SP., SE., MP.
The growth of radio stations in Indonesia are indicated by the escalating
number of business players that are trying to build a radio station. The effect of
this competition are experienced by Ardan Radio. One of the promotion strategy
to maintain the loyalty of the audience is to deploy an event marketing
programme, a promotional event which has the main focus in capturing the
audiences attention and involving the customer in such events so that hopefuly
the loyalty of Bandungs Ardan Radios audience could be maintained.
The method used by the author in this research is the descriptive research
method with Event Marketing as the independent variable and Audience Loyalty
as the dependent variable. The data processing techniques used to determine
whether there is a corelation/relationship between these two variables is by
changing the ordinal responses of respondents data which have been processed
into an interval data using the Method of Successive Interval(MSI), and then look
for regression to determine the close relationship between the variable Event
Marketing and Loyalty, and also the Determination Coefficient to find
relationships between variables in the form of percentages.This particular
research refers to a previous study that investigated by Zaky Gufron.
From the calculations by MSI shows that the influence of event marketing
towards the loyalty of bandungs Ardan Radio Audience is quite strong . Based on
the hypothesis testing is found that t count bigger than t table, it is proved that the
event marketing has a possitive influence on the loyalty of bandungs Ardan Radio
Audience.
Keyword: Event Marketing, Loyalty, Descriptive Research Method