PENGARUH INTEGRATED MARKETING COMMUNICATION TERHADAP LOYALITAS PENGGUNA KARTU PASCA BAYAR HALO DI MALANG

Abstract

Fakultas Ekonomi Universitas Muhammadiyah Malang
E-mail: kareynza@umm.ac.id

ABSTRACT

The aim of this research are to know the message of integrated marketing communication are
content, structure, format, source, time, space, ettiquete, things, friendship, agreement, and symbol to
build customer loyalty is trust, psychological commitment, word of mouth, that integrated marketing
communication show with the effect to customer loyalty of Halo Post-Paid users at Malang. There is
three hypothesis, first is content, structure, format, source, time, space, ettiquete, things, friendship,
agreement, and symbol are a message build in integrated marketing communication. Second, trust,
psychological commitment, word of mouth to build customer loyalty. Third message of integrated
marketing communication affect to customer loyalty. The analysis is factor analys with rotated factor
and multiple linear regression analys. The research result shown that message builder in integrated
marketing communication. Trust, psychological commitment, word of mouth are customer loyalty
builder and than integrated marketing communication have significant influence to customer loyalty
of Halo Post-Paid users at Malang.

Key word: message, integrated marketing communication, and customer loyalty