ANALISIS PENGARUH KEPRIBADIAN MEREK DAN PROMOSI PENJUALAN TERHADAP EKUITAS MEREK

Nugraha, Chris Kusuma (2018) ANALISIS PENGARUH KEPRIBADIAN MEREK DAN PROMOSI PENJUALAN TERHADAP EKUITAS MEREK. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

Analysis Influences Brand Personality And Sales Promotion Of Brand Equity (Study Brand Batik-Batikan in Surakarta). Bachelor of Management Department. Faculty of Economics. University of Setia Budi Surakarta. Supervisor I. Ariefah Yulandari, SE., MM. Supervisor II. Dharwany M. Hasibuan, SE., MM. The study aims to examine the influence between variables that support the existence of brand equity in Batik Batik-Batikan Surakarta. Brand personality variables and sales promotion as a variable that encourages the creation of brand equity (Durianto, 2004) in Batik-Batikan Boutique Surakarta. Data obtained through questionnaires distributed to consumers in BatikBatikan Boutique Surakarta. Sampling technique used is non probability sampling with consumer population who want to buy batik products in Surakarta and with sample of consumers who buy products in Batik-Batikan Surakarta as much as 200 respondents. Hypothesis test is done by using Multiple Linear Regression using SPSS program. The results of this study indicate that the brand personality significantly influence brand equity and sales promotion have no significant effect on brand equity in Batik-Batikan Boutique Surakarta. Keywords : Brand Equity, Brand Personality, and Sales Promotion. x

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Brand Equity, Brand Personality, and Sales Promotion. x
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User: magdalena kartika ningsih
Date Deposited: 23 Feb 2019 02:40
Last Modified: 23 Feb 2019 02:40
URI: http://repository.setiabudi.ac.id/id/eprint/473

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