“ANALISIS PENGARUH PERIKLANAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI EKUITAS MEREK SEBAGAI VARIABEL INTERVENING PADA PRODUK NESCAFE DI KOTA SEMARANG”

PRIMATIKA, Roza Azizah and SRI, Rahayu Tri Astuti (2018) “ANALISIS PENGARUH PERIKLANAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI EKUITAS MEREK SEBAGAI VARIABEL INTERVENING PADA PRODUK NESCAFE DI KOTA SEMARANG”. Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

The purpose of this study to analyze Advertising and Sales Promotion on Brand Equity and the impact on Purchase Decision. The population of the study was all consumers who had ever done purchase transaction on Nescafe product, where respondents are Semarang people. The samples in this study were 120 respondents. The method of collecting data through questionnaires. This study uses analytical techniques of Structural Equation Modeling (SEM) with AMOS 22.0 as the analysis instrument. The result show that the Advertising has a positive and significant effect on Brand Equity, Sales Promotion has a positive and significant effect on Brand Equity, Advertising has a positive and significant effect on Purchase Decision, Sales Promotion has a negative impact on Purchase Decision, and Brand Equity has a positive and significant effect on Purchase Decision.

Item Type:Thesis (Undergraduate)
Additional Information:Advertising, Sales Promotion, Brand Equity, Purchase Decision
Uncontrolled Keywords:Advertising, Sales Promotion, Brand Equity, Purchase Decision
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:61838
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:10 Apr 2018 14:41
Last Modified:10 Apr 2018 14:41

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