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All Journal East Asian Journal of Multidisciplinary Research (EAJMR)
Devi, Febrimelia
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Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

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Study of Brand Equity in Terms of the Role of Integrated Marketing Communication, Perceived Quality, and Brand Awareness Devi, Febrimelia; Nuvriasari, Audita
East Asian Journal of Multidisciplinary Research Vol. 3 No. 7 (2024): July 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/eajmr.v3i7.9926

Abstract

The aim of this research is to examine the impact of integrated marketing communications, perceived quality, and brand awareness on Scarlett skincare brand equity. This study includes a sample of 100 respondents who used Scarlett skincare. The sampling technique was determined by purposive sampling.  Data collection in this study was done using survey method, with a questionnaire as the research instrument. The data analysis was performed using multiple linear regression. This research produces that Integrated Marketing Communication, Perceived Quality and Brand awareness has a positive and significant impact on Scarlett skincare brand equity.
Co-Authors Audita Nuvriasari