UTAMI, GREDA FARADILA SULISTIYA (2015) PENGARUH PENGUATAN PERIKLANAN, EKUITAS MEREK DAN PROMOSI HARGA TERHADAP NIAT BELI PEMBALUT CHARM DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Advertising by using artist is a form of promotion by the company to attract the attention of consumers and brand equity greatly help the company to better known by consumers. Brand equity is more on how consumers recognize the brand name of the company and became one of the consideration to make a purchase. Promotional pricing is also one of the motivation for consumers in selecting products to be purchased. One of the industries that related to women's needs is the production of sanitary napkins or pads. This study examined the relationship of the strengthening of advertising, brand equity, and promotional pricing on purchase intentions of Charm’s pads in Surabaya. Using a population of women who wear Charm’s pads in Surabaya. Samples were distributed to 100 respondents by distributing questionnaires, and the sampling technique is using a judgment sample. Overall, the strengthening of advertising, brand equity, and promotional pricing significantly influence the purchase intentions of Charm’s pad in Surabaya. Keywords: Strengthening of advertising, Endorsement, Brand equity, Price promotion, Purchase intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 20 Apr 2017 08:25 |
| Last Modified: | 20 Apr 2017 08:25 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/893 |
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