Pengaruh distribution intensity, advertising dan sales promotion terhadap brand awareness, dan brand equity pada produk Sunlight di Surabaya [CD-ROM]

Gustian, . (2013) Pengaruh distribution intensity, advertising dan sales promotion terhadap brand awareness, dan brand equity pada produk Sunlight di Surabaya [CD-ROM]. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian yang dilakukan bertujuan untuk mengetahui pengaruh distribution intensity, advertising, dan sales promotion terhadap brand equity melalui brand awareness pada produk Sunlight di Surabaya. Penelitian ini menggunakan metode Structural Equation Modeling (SEM). Teknik pengambilan sampel dalam penelitian ini mengunakan sampling purposive. Sampel yang digunakan penelitian ini sebesar 150 responden. Karakteristik sampel yaitu masyarakat yang mengetahui produk dan iklan Sunlight. Hasil penelitian menunjukkan bahwa distribution intensity berpengaruh positif terhadap brand awareness. Advertising berpengaruh positif terhadap brand awareness. Sales promotion berpengaruh positif terhadap brand awareness. Brand awareness berpengaruh positif terhadap brand equity.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Distribution Intensity, Advertising, Sales Promotion, Brand Awareness, Brand Equity
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 12 not found.
Date Deposited: 09 Jan 2015 09:22
Last Modified: 09 Jan 2015 09:22
URI: http://repository.wima.ac.id/id/eprint/888

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