PENGARUH BRAND EQUITY, IKLAN, DAN PROMOSI HARGA TERHADAP NIAT BELI KONSUMEN PADA PROVIDER “X” - Ariefianto Tri Utomo; Lily Suhaily (Jurnal Ekonomi dan Bisnis, 2013)
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