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Dina Lusianti
Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Muria Kudus
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Journal : Economic Reviews Journal

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Pengaruh Promosi Penjualan, Iklan, Sosial Media Marketing dan Celebrity Endorsement Terhadap Ekuitas Merek Produk Sabun Pembersih Wajah Pond’s pada Generasi Z di Kabupaten Pati. Alya Zakiatunafisah; Dina Lusianti; Sutono
Economic Reviews Journal Vol. 4 No. 3 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i3.878

Abstract

                This study aims to analyze the effect of sales promotion, advertising, social media marketing and celebrity endorsement on brand equity. The object of this study is Pond's facial cleanser in Pati Regency. The sampling technique used purposive sampling with the Lemeshow formula, resulting in a sample of 100. The analysis tool in this study used the IBM SPSS version 25 application. The results of this study indicate that sales promotion has a positive and significant effect on brand equity, advertising has a positive and significant effect on brand equity, social media marketing has a positive and significant effect on brand equity, celebrity endorsement has a positive and significant effect on brand equity. Simultaneously, sales promotion, advertising, social media marketing and celebrity endorsement have a significant effect on brand equity of Pond's products.
Co-Authors 'Ula, Ahmad Nilnal Munachifdlil Adhie Prayogo Adisti, Yuniar Rahma Ag Sunarno Handoyo Agung Prihandono Agung Subono Akh Sokhibi Alfiana, Mia Ajeng Alifiana, Mia Ajeng Alya Zakiatunafisah Andri Irawan Anggraini Anggun Anggun, Anggraini Annisya Lutfi Septanti Annisya Septanti Arumsari, Nurul Rizka Asri, Vikha Indira Aura, Muhammad Budiarti, Enggita Dennyca Hendriyanto Dewandari, Delvia Tri Dhaifina Idznitia A. Naimi Dian Wismar’ein Etni Marliana Fachrunnisa, Olivia Faridhatun Faidah Fauziah, Farah Anissa Faza Aurellia Himayani Ferdian, Ilham Alfariz Firda, Shynes Gilang Puspita Rini Hendriyanto, Dennyca Himayani, Faza Aurellia Holyness Nurdin Singadimedja Ibnu Khajar Indah Dwi Prasetyaningrum Indra Lina Putra Iwan Suroso Kertati Sumekar Krisnanda Krisnanda Mamik Indaryani Manasika, Novia Arina Marka, Mira Mawar Anggraeni Mia Ajeng Alfiana Mira Meilia Marka Mochamad Edris Mokhamad Arwani Mu'amar Fiqri Alazhar Muhammad Julian Khanafi Muhammad Nasrullah Mukhamad Nurkamid Munachifdlil Ula, Ahmad Mutamimah Mutamimah Naimi, Dhaifina Idznitia Apriyani Nita Andriyani Budiman Ni’am, Infijarun Noor Indah Rahmawati Noor Rahmawati Nurmawati, Diani Nurzahroh Lailyah Olivia Fachrunnisa Primahutami, Andisti Puspanisa Putri, Adisty Putri, Shintania Camila Putri, Widyadhana Nadia Ratih Nindyasari Rhealin Hening Karatri Rina, Rina Amalia Putri Rofiqoh, Lela Sa’adah, Nailis Santoso, Ignatius Hari Saputra, Andre Tri Sa’adah, Nailis Septanti, Annisya Setiyanto, Aji Setyawan, Rai Siyamah, Nur Yatus Sokhibi, Akh Sokhibi, Akh. Sri Mulyani Sudarsono Sudarsono Sudarsono Supriyono Supriyono Sutono Ulva Rizky Mulyani Vikha Indira Asri Wandira, Crisma Devina Widodo Widodo Widyadhana Nadia Putri Wismar'ein, Dian Wisuda, Nova Laili Yasin, Rozaq Yasin, Rozaq Muhammad Yunita Lestari Yusof, Rushami Zien Yusoff, Rushami Zuliyati Zuliyati