Article Per Year (5 Year)
p-Index From 2020 - 2025
0
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi dan Bisnis
Ariefianto Tri Utomo
Faculty of Economics and Business, Catholic University of Indonesia Atma Jaya
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PENGARUH BRAND EQUITY, IKLAN, DAN PROMOSI HARGA TERHADAP NIAT BELI KONSUMEN PADA PROVIDER “X” Ariefianto Tri Utomo; Lily Suhaily
Jurnal Ekonomi dan Bisnis Vol 3, No 2 (2013): Jurnal Ekonomi dan Bisnis
Publisher : Fakultas Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25170/jebi.v3i2.49

Abstract

This research evaluates the influence of brand equity, advertising, price promotion, and price promotion to purchase intention of provider “X”.  130 questionnaires were distributed to responden at Plaza Semanggi Jakarta.  The result shows that as simultaneously brand equity, advertising, and price promotion influence purchase intention of provider “X”.  As partially advertising and price promotion influence purchase intention but brand equity not influence purchase intention. Penelitian ini mengevaluasi pengaruh brand equity, iklan, dan promosi harga terhadap ninat beli pada provider “X”.  Seratus tiga puluh kuesioner didistribusikan kepada responden di Plaza Semanggi, Jakarta.  Hasil penelitian menunjukkan bahwa secara simultan terdapat pengaruh brand equity, iklan, promosi harga terhadap niat  beli konsumen. Secara parsial terdapat pengaruh iklan dan promosi harga terhadap niat beli konsumen pada provider “X”, tetapi brand equity tidak berpengaruh terhadap niat  beli responden.Keywords: Brand equity, advertising, price promotion, purchase Intention
Co-Authors Lily Suhaily