Pengaruh Integrated Marketing Communication Terhadap Loyalitas Pengguna Kartu Pasca Bayar Halo Di Malang

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