Pengaruh Komunikasi Pemasaran Dan Promosi Harga Terhadap Brand Equity: (Suatu Penelitian Pada Merek Sony Xperia)
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Institusion
STIE Indonesia Banking School
Author
Putri, Nostika Adi
Subject
HD28 Management. Industrial Management
Datestamp
2024-07-18 03:16:13
Abstract :
In this globalization eratechnology and communication device are very important to people. One of the technologies in the field of communication, which is the most practical is mobile phone The purpose of this research is to investigate the impact of marketing communication and price promotion on brand equity. The research objects are perceived advertising spending, price deals, perceived quality, brand awareness, and brand image of Sony Xperia?s consumer. Structural Equation Model (SEM) and an online survey method applied in this research. The respondents are chosen by using nonprobability sampling and convenience sampling techniques. This research also found that perceived advertising spendinghad thepositive influence on brand equity?s dimensions that is perceived quality, brand loyalty, brand awareness, and brand image, price deals had thenegative influence on perceived quality and brand image. And the last, brand awareness had the positive influence on brand image Keywords: perceived advertising spending, price deals, perceived quality, brand loyalty, brand awareness, and brand image.
In this globalization eratechnology and communication device are very important to people. One of the technologies in the field of communication, which is the most practical is mobile phone The purpose of this research is to investigate the impact of marketing communication and price promotion on brand equity. The research objects are perceived advertising spending, price deals, perceived quality, brand awareness, and brand image of Sony Xperia?s consumer. Structural Equation Model (SEM) and an online survey method applied in this research. The respondents are chosen by using nonprobability sampling and convenience sampling techniques. This research also found that perceived advertising spendinghad thepositive influence on brand equity?s dimensions that is perceived quality, brand loyalty, brand awareness, and brand image, price deals had thenegative influence on perceived quality and brand image. And the last, brand awareness had the positive influence on brand image Keywords: perceived advertising spending, price deals, perceived quality, brand loyalty, brand awareness, and brand image.
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