ANALISIS PENGARUH PERCEIVED ADVERTISING SPENDING DAN INTENSITAS DISTRIBUSI TERHADAP EKUITAS MEREK (Studi Kasus Merek Khong Guan di Semarang)

RATNAWATI, Wahyu and SUHARNOMO , Suharnomo (2011) ANALISIS PENGARUH PERCEIVED ADVERTISING SPENDING DAN INTENSITAS DISTRIBUSI TERHADAP EKUITAS MEREK (Studi Kasus Merek Khong Guan di Semarang). Undergraduate thesis, Universitas Diponegoro.

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Abstract

The purpose of this study is to investigate and examine the effect of perceived advertising spending to brand awareness and brand image, the effect of distribution intensity to brand awareness, the effect of brand awareness to brand image, the effect of brand awareness to brand equity and the effect of brand image to brand equity. This study used 160 respondents who is consumer of Khong Guan brand in Semarang. The sampling techniques used is quota sampling method which is represented population in every subdistricts in Semarang. The results showed, only four of the six hypothesis are accepted. The result of the analysis are : 1. Perceived advertising spending has positive impact on brand image, 2. The distribution intensity has positive impact on brand awareness, 3. Brand awareness has positive impact on brand image, and 4. Brand image has positive impact on brand equity.

Item Type:Thesis (Undergraduate)
Additional Information:Perceived Advertising Spending, Distribution Intensity, Brand Awareness, Brand Image, Brand Equity, Biscuits
Uncontrolled Keywords:Perceived Advertising Spending, Distribution Intensity, Brand Awareness, Brand Image, Brand Equity, Biscuits
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:29593
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:06 Oct 2011 13:49
Last Modified:10 Oct 2011 11:54

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