ANALISIS PENGARUH PERIKLANAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI EKUITAS MEREK SEBAGAI VARIABEL INTERVENING PADA PRODUK NESCAFE DI KOTA SEMARANG
Abstract: The purpose of this
study to analyze Advertising and Sales Promotion on Brand Equity and
the impact on
Purchase Decision. The
population of the
study was all consumers
who had ever
done purchase transaction
on Nescafe product,
where respondents are Semarang people. The samples in this study were
120 respondents. The method of collecting data through questionnaires. This
study uses analytical techniques of Structural Equation Modeling (SEM) with
AMOS 22.0 as the analysis instrument.
The result show that the Advertising has a positive and significant
effect on Brand Equity, Sales Promotion has a positive and significant effect
on Brand Equity, Advertising has a positive and significant effect on Purchase
Decision, Sales Promotion has a negative impact on Purchase Decision, and Brand
Equity has a positive and significant effect on Purchase Decision.
Keywords: Advertising, Sales
Promotion, Brand Equity, Purchase Decision
Penulis: Roza Azizah
Primatika, Sri Rahayu Tri Astuti
Kode Jurnal: jpmanajemendd180429
