Analisis Pengaruh Kegiatan Pemasaran Terhadap Ekuitas Merek Pada Consumer - Convenience Goods  

Oleh:

Setiawan, Rony ; Afiff, Adi Zakaria

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Manajemen Usahawan Indonesia vol. XXXVI no. 04 (2007), page 3-17.
Topik: Pemasaran; quanxi; relationship marketing

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM15.28 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Brand equity is the added value provide by brand that will affect long term product market performance. Brand equity is mostly develped and strengthened by marketing efforts, more known by the term marketing mix that affects customer perceptions and knowledge network. In this research, the model by Yoo, Donthu, and Lee (2000) that was established for consumer - shopping goods, is examined for consumer - convenience goods. The purpose of this research is to analyze the effect of marketing programs in buildling strong bran equity and to analyze the effect of dimensions of brand equity to the brand equity itself. This research used three consumer brands, namely an instant noodle brand, softdrink beverage bar and bar soap brand. The data is collected from college students using a convenience sampling techniqe. The results found that brand equity positively related to store image, distribution, and advertising, and negatively related to price deal. However, brand equity not related to price.

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