STRATEGI MARKETING AKSESIBILITAS, SERVICE QUALITY, EVENT BAKING CLASS TERHADAP CORPORATE IMAGE PADA CV. TORTA INDONESIA
Keywords:
Accessibility, Service Quality, Event Baking Class, Corporate ImageAbstract
This study aims to analyze the effect of accessibility, service quality, and baking class events on corporate image at CV. Torta Indonesia. This research employs a quantitative approach using a survey method. Data were collected through the distribution of questionnaires to 100 respondents consisting of consumers and participants of baking class events at CV. Torta Indonesia. The collected data were analyzed using multiple linear regression analysis with the assistance of statistical software. The results of this study indicate that accessibility has a significant effect on corporate image, service quality has a significant effect on corporate image, and baking class events also have a significant effect on corporate image. Simultaneously, accessibility, service quality, and baking class events have a significant effect on corporate image at CV. Torta Indonesia. These findings demonstrate that ease of access, high-quality service, and the implementation of baking class events play an important role in creating a positive impression, increasing trust, and shaping positive consumer attitudes toward the company. This study is expected to contribute to the development of marketing strategies in improving corporate image and to serve as a reference for future research related to marketing strategies and corporate image.
References
[1] Abiyoso, Kumadji S, Kusumawati A. Pengaruh Kualitas Layanan Terhadap Citra Perusahaan Dan Loyalitas Pelanggan. Jurnal Administrasi Bisnis 2017;50(6):64–70.
[2] Kotler P, Keller KL. Marketing Management (15th ed.). Pearson Education: 2016.
[3] Nugraha FA, Adha S, Nugraha, Irawan I. Pengaruh Aksesibilitas Dan Citra Merek Terhadap Kepuasan Pelanggan: Studi Kasus Cafe Waroeng Kebon Serang. DESANTA (Indonesian of Interdisciplinary Journal) 2025;5(2): 242-252. 242–252. www.djkn.kemenkeu.go.id.
[4] Yolanda, Firdaus D. Pengaruh Kualitas Layanan dan Promosi terhadap Citra Perusahaan serta Dampaknya pada Keputusan Menabung. Jurnal Manajemen FE-UB 2019;07(1):118–140.
[5] Sugiyono. Metode Penelitian Kuantitatif (Setiyawami (ed.)). Alfabeta: 2019.
[6] Anandita Shabrina A, Rahmiaji RL. Peningkatan Brand Awareness Melalui Event “Dim-Fun Cooking Class” Dan “Taigersprung Jalan-Jalan” Sebagai Media Planner. Content Planner Dan Creative 2025.
