• Tidak ada hasil yang ditemukan

PENGARUH PEMBELANJAAN PERIKLANAN DAN PROMOSI HARGA PADA EKUITAS MEREK | Killa | Journal of Indonesian Economy and Business 6320 10726 1 PB

N/A
N/A
Info
Unduh - Bebas
Protected

Academic year: 2017

Membagikan "PENGARUH PEMBELANJAAN PERIKLANAN DAN PROMOSI HARGA PADA EKUITAS MEREK | Killa | Journal of Indonesian Economy and Business 6320 10726 1 PB"

Copied!
1
0
0

Memuat.... (Lihat teks lengkap sekarang)

Unduh sekarang ( 1 Halaman )

Teks penuh

(1)

1 PENGARUH PEMBELANJAAN PERIKLANAN

DAN PROMOSI HARGA PADA EKUITAS MEREK

Maklon Felipus Killa STIE Kriswina Sumba (maklonk@yahoo.com)

ABSTRACT

This study aimed to examine the effect of perceived advertising spending and price deal on brand equity’s dimension, and the effect of brand equity’s dimension on brand equity based on consumer’s perspective. University students in Yogyakarta were taken for the sample, those who owned and used notebook. Meanwhile the purposive sampling was used for sampling technique. 350 questionnaires were distributed and 328 were used. The finding showed that brand loyalty was positively and significantly affected on brand equity, whereas perceived quality, brand awareness, and brand image were not positively and significantly affected on brand equity. Besides, perceived advertising spending was positively and significantly affected the dimension of brand equity (perceived quality, brand loyalty, brand awareness, and brand image). Price deal was negatively and significantly affected on perceived quality and brand image.

Keywords: Brand equity, perceived quality, brand loyalty, brand awareness, brand image, perceived advertising spending, price deals

Referensi

Unduh sekarang ( PDF - 1 Halaman - 33.87 KB )

Dokumen terkait

PERILAKU BERALIH MEREK KONSUMEN DALAM PEMBELIAN PRODUK OTOMOTIF | Purwani | Journal of Indonesian Economy and Business 6808 11901 1 PB

empiris yang tersedia dalam model ini menggambarkan bahwa himpunan per- timbangan (consideration set) ini dibentuk oleh adanya hasil dari pengalaman sebelumnya (prior

PENGARUH PERBEDAAN INDIVIDUAL DAN KARAKTERISTIK SISTEM INFORMASI PADA PENERIMAAN PENGGUNAAN TEKNOLOGI INFORMASI DALAM e-library | Lina | Journal of Indonesian Economy and Business 6490 11104 1 PB

Using the Technology Acceptance Model (TAM) as a theoretical framework, this study investigates the effect of a set of individual differences (computer self-efficacy and knowledge

KAJIAN EFEK IKLAN DAN ADVERTORIAL PADA PENGETAHUAN DAN PERSUASI YANG DIRASAKAN : STUDI PROSES ADOPSI PANGAN FUNGSIONAL | Syahlani, M.M. | Journal of Indonesian Economy and Business 6466 11036 1 PB

The study does not prove that the independent institutions increase stronger perceived persuasion effect than the company as the source of communication.

INSTITUTIONAL OWNERSHIP AND AGENCY CONFLICT CONTROLLING MECHANISM | Wardhana | Journal of Indonesian Economy and Business 6265 10671 1 PB

The uniqueness of characteristic of ownership structure in Indonesia, which is dominated by large institutional shareholders motivated researcher to examine the impact and its

BAD NEWS ANNOUNCEMENT ON INVESTOR’S MONDAY IRRATIONALITY: INSIGHT FROM MALAYSIA | Brahmana | Journal of Indonesian Economy and Business 6247 10653 1 PB

Employing one traditional interaction dummy model, and one day-by-day model, we found the market index and size-based portfolios of weekend effect have been driven by the

THE EFFECT OF BUDGETS’ PROPORTION AND NON-FINANCIAL FACTORS ON THE AUDIT RESULTS OF LOCAL GOVERNMENTS’ FINANCIAL STATEMENTS IN INDONESIA | Nurdiono | Journal of Indonesian Economy and Business 15288 29038 1 PB

This study aims to empirically examine the effect of (a) the budget’s proportion, (b) the effectiveness of the internal auditing system, (c) the follow-up to the

GLANCING METEOR SHOWER OVER INDONESIA: VOLATILITY SPILLOVERS FROM A MAJOR STOCK MARKET TO INDONESIAN STOCK MARKET AND CURRENCY | Setiastuti | Journal of Indonesian Economy and Business 6277 67605 1 PB

The significant volatility spillover effects, coupled with negative significant asymmetric effect, implies that negative shock in the S&P 500 have a higher

THE IMPACT OF FEMALE DIRECTORS ON FIRM PERFORMANCE: EVIDENCE FROM INDONESIA | . | Journal of Indonesian Economy and Business 21994 62179 1 PB

This research shows the effect of female executives on firm performance in various sectors including the trade, the service and investment sector, the