The Effect Of Community Marketing Towards Brand Reputation Restaurant Cuca Bali
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Institusion
INSTITUT KOMUNIKASI DAN BISNIS LSPR
Author
Tambak, Cia Ope Nina
Subject
HT Communities. Classes. Races
Datestamp
2024-01-03 10:26:35
Abstract :
Tourism has become a priority sector in the economic development of Indonesia, since a global pandemic came to Indonesia in March 2020. The negative effect of the global pandemic is affected by other sectors as well such as the economic sector. Most of the income in Bali is based on the tourism sector, because of the global pandemic that has caused some companies or businesses to no longer operate. In this research, researchers wanted to find out whether an effect given by Community Marketing towards Brand Reputation of Cuca Bali. The main theory uses SIT (Social Identity Theory), as well as several other supporting theories. From the research, it was found that there is an effect of Community Marketing towards Brand Reputation. The result shows there is a significant relationship in a positive direction between variable X with variable Y. The correlation coefficient value is 0.321 which indicates that the level of relationship between Community Marketing and Brand Reputation is included in a low relationship. Keywords: Marketing Communication, Community Marketing, Brand Reputation, Restaurant in Bali.
Tourism has become a priority sector in the economic development of Indonesia, since a global pandemic came to Indonesia in March 2020. The negative effect of the global pandemic is affected by other sectors as well such as the economic sector. Most of the income in Bali is based on the tourism sector, because of the global pandemic that has caused some companies or businesses to no longer operate. In this research, researchers wanted to find out whether an effect given by Community Marketing towards Brand Reputation of Cuca Bali. The main theory uses SIT (Social Identity Theory), as well as several other supporting theories. From the research, it was found that there is an effect of Community Marketing towards Brand Reputation. The result shows there is a significant relationship in a positive direction between variable X with variable Y. The correlation coefficient value is 0.321 which indicates that the level of relationship between Community Marketing and Brand Reputation is included in a low relationship. Keywords: Marketing Communication, Community Marketing, Brand Reputation, Restaurant in Bali.
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