PENGARUH DISTRIBUTION INTENSITY, ADVERTISING, DAN SALES PROMOTION TERHADAP BRAND AWARENESS, DAN BRAND EQUITY PADA PRODUK SUNLIGHT DI SURABAYA
ABSTRACT: Research carried out
aimed to determine the impact of distribution intensity, advertising, and sales
promotion on brand awareness, and brand equity on Sunlight product in Surabaya.
This research uses structural equation modeling (SEM) method. Sampling technique
in this research is sampling purposive. This research uses sample of 150 respondents.
Characteristics of the sample are people who know Sunlight product and
advertisement. The results showed that distribution intensity has positive
effect on brand awareness. Advertising has positive effect on brand awareness.
Sales promotion has positive effect on brand awareness. Brand awareness has
positive effect on brand equity.
Penulis: GUSTIAN
Kode Jurnal: jpmanajemendd130706
Pesan jurnal yang anda butuhkan disini.... >>> KLIK DISINI <<<
