JURNAL KOMUNIKASI DAN BISNIS
Vol. 6 No. 2 (2018): November

DETERMINAN KEUNGGULAN BERSAING DAN PENGARUHNYA TERHADAP EKUITAS MEREK: KASUS PADA INDUSTRI KOSMETIK DI JAKARTA

Elfrida Viesta Napitupulu (Institut Bisnis dan Informatika Kwik Kian Gie)

Article Info

Publish Date
12 Aug 2019

Abstract

The purpose of this study is to explore how the determinants of competitive advantage and its impact to brand equity for cosmetics industry in Jakarta. The result of the research conducted with 400 respondents and 16 research variables which concluded that the determinants of competitive advantage are very significant on cosmetic industries and impact as well to brand equity indicators from cosmetic customers’ perspective. Also the study concludes that there is an influence of brand equity on the competitive advantage for cosmetics industries in Jakarta. Keywords: competitive advantage, brand equity, consumer, cosmetics.

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Journal Info
JURNAL KOMUNIKASI DAN BISNIS
Website

Abbrev

JKB

Publisher

INSTITUT BISNIS DAN INFORMATIKA KWIK KIAN GIE

Subject

Arts Decision Sciences, Operations Research & Management Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

Description

Jurnal Komunikasi dan Bisnis, ISSN 2355-5181 (printed), ISSN 2723-2956 (online) published by Department of Communication Sciences, Institut Bisnis dan Informatika Kwik Kian Gie, Indonesia. The first edition published in 2013. In its first edition, this journal published in print. By the provision of ...