Article Per Year (5 Year)
p-Index From 2021 - 2026
0.702
P-Index
This Author published in this journals
All Journal ACTA VETERINARIA INDONESIANA Diponegoro Journal of Management Jurnal Ilmu-Ilmu Peternakan (Indonesian Journal of Animal Science) Enthusiastic : International Journal of Applied Statistics and Data Science The International Journal of Tropical Veterinary and Biomedical Research
Roza Azizah Primatika, Roza Azizah
Unknown Affiliation
Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Immunology & microbiology Mathematics Medicine & Pharmacology Public Health Veterinary Other

Published : 6 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Diponegoro Journal of Management

 1 
ANALISIS PENGARUH PERIKLANAN DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI EKUITAS MEREK SEBAGAI VARIABEL INTERVENING PADA PRODUK NESCAFE DI KOTA SEMARANG Primatika, Roza Azizah; Tri Astuti, Sri Rahayu
Diponegoro Journal of Management Volume 7, Nomor 2, Tahun 2018
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (278.117 KB)

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.
Co-Authors Achmad Fauzan, Achmad Andriani Ariyadi, Fandy Akhmad Bawono, Gigih Cahyani, Laras Niken Dwi Dyah Ayu Widiasih Gallantiswara, Putu Cri Devischa Heru Susetya Khrisdiana Putri, Khrisdiana Pradana, Wahyu Aji Primatika, Roza Rahmi, Siwi Meylina Salim, Devi Andreani Silalahi, Gustaf Eifel Sri Rahayu Tri Astuti Sumiarto, Bambang - Tangkonda, Elisabet Widagdo Sri Nugroho Widodo Suwito Yatri Drastini Yudhanto, Setyo