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All Journal Arthavidya Jurnal Ilmiah Ekonomi
Tanihattu, Maudy Marla
Arthavidya Jurnal Ilmiah Ekonomi
Economics, Econometrics & Finance

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PENGARUH KUALITAS PRODUK DAN EFEKTIFITAS IKLAN TERHADAP NIAT PEMBELIAN KOSMETIK PONDS DI KOTA AMBON Tanihattu, Maudy Marla
Arthavidya Jurnal Ilmiah Ekonomi Vol 19, No 1 (2017)
Publisher : Arthavidya Jurnal Ilmiah Ekonomi

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Abstract

AbstractThis study aims to identify and analyze how much influence adverstising effectiveness and product quality on purchase intentions of Ponds Cosmetics in Ambon Town.The data was collected using questionnaires with Likert scale and the sampling method used was accidental sampling of 100 samples. The analytical method used was multiple linear regression (multiple linear regression).From the results of the regression analysis has been done on the factors that influence consumers intentions to buy the Ponds cosmetics in Ambon Tow are Product Quality and Advertising Effectiveness.Keywords: Quality of Products, Advertising Effectiveness, Purchase Intention
EKUITAS MEREK DAN PENGARUHNYA TERHADAP KEPUASAN PENGGUNA SMARTPHONE DI KOTA AMBON Tanihattu, Maudy Marla
Arthavidya Jurnal Ilmiah Ekonomi Vol 17, No 1 (2015)
Publisher : Arthavidya Jurnal Ilmiah Ekonomi

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Abstract

This study aimed to analyze the effect of brand equity consists ofbrand awareness, brand association, perceived brand quality and brandloyalty to consumer satisfaction using smartphones in Ambon, and test thebrand equity variables that have the most dominant effect.Data is collectedusing a questionnaire distributed to 150 respondents accidental. The datacollected was processed using SPSS 19.0 and analyzed using multipleregressions.The results show the variables that brand equity consists of brandawareness, brand association, the impression of the quality of the brand, andbrand loyalty has a significant influence either partially or simultaneously tothe satisfaction of the consumer smartphone users in the city of Ambon.Furthermore, the variable perceived quality of the brand is a variable thathas a more dominant influence on consumer satisfaction smartphone users inthe city of Ambon. Thus the first hypothesis proposed in this study isacceptable, while the second hypothesis is rejected.Keywords: brand equity, brand awareness, brand association, perceived ofbrand quality, brand loyalty, customer satisfaction
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