MAULIDIYAH, EKI CHURIDA (2015) PENGARUH IKLAN, PROMOSI PENJUALAN DAN CITRA PERUSAHAAN TERHADAP EKUITAS MEREK PADA PRODUK TEH BOTOL SOSRO DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The majority of Indonesian society have a consumed tea culture. In Indonesian is a huge range of product tea specially for bottled drinking practical. Subject of this research is Tea Bottle Sosro product in Surabaya. Purpose of this research was to determine the effect of advertising, sales promotion and corporate image on brand equity. This reseach uses judgment sampling method with total respondent are 90 respondent. The research use by statistical Analysis with software SPSS 16.0 For Windows. The result of thus research that is the role of advertising is significant does not influencing brand equity, sales promotion role is significant influence the brand equity, and company image does not influencing brand equity significantly. Managerial Implications of this research is sales promotion on tea bottle sosro product is the most attention form the brand equity, sales promotion activities to attarct consumers with the purpose of brand equity. Keyword : Advertising, Sales Promotion, Corporate Image and Brand Equity
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 13 Apr 2017 10:15 |
| Last Modified: | 13 Apr 2017 10:15 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/750 |
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