Diversification Analyzes The Concept Of Branding And Promotion To Company Performance

Abstract

This research is madeto determine whethera particular concept ofbranding and
promotion, could help to improve the company’s marketing performance. Apart from two
variables, which are location and marketer, there is also promotion that could improve
company’s marketing performance. These three are intervening variables to help the
company’s performance.
From the results of research conducted using questionnaire data obtained from 128
respondents, which questionnaire results were tabulated using Microsoft excel and processed
by the method of Statistics Structural Equation Model ( SEM ) with 20.0 Amos program
showed that the eight criteria Goodness of Fit, there are three criteria are met and one
criteria is marginal. The results obtained after one modifying. Followed by data processing
between variables can be seen that between five variables studied, the most powerfull
variable is the variable effectiveness of strategy execution. Promotion variable is the variable
with the highest score after the missed intervening variable ( direct effect ).
With these results , we can conclude that PT. Arkadena need a strong team with the
strong concept diversification branding and promotion that should be decided by a good
strategy execution to supporting the companies performance.

Keyword : Location, Promotion, Diversification, Branding, Marketer,Strategy Execution,
Company Performance