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Paper Id: IJCIRAS1816
Title: THE EFFECT INTEGRATED MARKETING COMMUNICATION AND BRAND IMAGE ON REPURCHASE INTENTION BY RINDU THAI TEA
Published in: International Journal Of Creative and Innovative Research In All Studies
Publisher: IJCIRAS
ISSN: 2581-5334
Volume / Issue: Volume 4 Issue 8
Pages: 6
Published On: 1/18/2022 8:55:25 PM      (MM/dd/yyyy)
PDF Url: http://www.ijciras.com/PublishedPaper/IJCIRAS1816.pdf
Main Author Details
Name: Agus Sakti S
Institute: Management, Economic And Business Faculty, University of Jember
Co - Author Details
Author Name Author Institute
Diah Yulisetiarini Management, Economic And Business Faculty, University of Jember
Nurhayati Management, Economic And Business Faculty, University of Jember
Abstract
Research Area: marketing
KeyWord: Integrated marketing communincation, repurchase intention, brand image
Abstract: Integrated marketing communication (IMC) has become an important marketing strategy in the mid of the global COVID-19 pandemic that is set by WHO in the first quarter of 2020. In Indonesia, hundreds thousands of employees have been laid off due to the pandemic. Some SMEs were also forced to close. Rindu Thai Tea, which implements this integrated marketing strategy, has managed to survive and be able to build a good brand image in its customers. The menu attributes of Rindu Thai Tea products are easy to identify through menu lists and online media such as Instagram and Grab food. Customers are also facilitated when they want to make purchases both offline and online (grabfood). The results of the study show that IMC has a positive influence on repurchase decisions (repurchase intention) through the brand image that is built by Rindu Thai Tea.
Citations
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IEEE
Agus Sakti S, Diah Yulisetiarini, Nurhayati , "THE EFFECT INTEGRATED MARKETING COMMUNICATION AND BRAND IMAGE ON REPURCHASE INTENTION BY RINDU THAI TEA", International Journal Of Creative and Innovative Research In All Studies, vol. 4, no. 8, pp. 53-58, 2022.
MLA Agus Sakti S, Diah Yulisetiarini, Nurhayati "THE EFFECT INTEGRATED MARKETING COMMUNICATION AND BRAND IMAGE ON REPURCHASE INTENTION BY RINDU THAI TEA." International Journal Of Creative and Innovative Research In All Studies, vol 4, no. 8, 2022, pp. 53-58.
APA Agus Sakti S, Diah Yulisetiarini, Nurhayati (2022). THE EFFECT INTEGRATED MARKETING COMMUNICATION AND BRAND IMAGE ON REPURCHASE INTENTION BY RINDU THAI TEA. International Journal Of Creative and Innovative Research In All Studies, 4(8), 53-58.
THE EFFECT INTEGRATED MARKETING COMMUNICATION AND BRAND IMAGE ON REPURCHASE INTENTION BY RINDU THAI TEA
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