PENGARUH PEMBELANJAAN PERIKLANAN DAN PROMOSI HARGA PADA EKUITAS MEREK

Killa, Maklon Felipus ( STIE Kriswina Sumba)

Journal of Indonesian Economy and Business
Vol 23, No 4 (2008): October

This study aimed to examine the effect of perceived advertising spending and price deal on brand equity’s dimension, and the effect of brand equity’s dimension onbrand equity based on consumer’s perspective. University students in Yogyakarta were taken for the sample, those who owned and used notebook. Meanwhile thepurposive sampling was used for sampling technique. 350 questionnaires were distributed and 328 were used. The finding showed that brand loyalty was positivelyand significantly affected on brand equity, whereas perceived quality, brand awareness, and brand image were not positively and significantly affected on brandequity. Besides, perceived advertising spending was positively and significantly affected the dimension of brand equity (perceived quality, brand loyalty, brandawareness, and brand image). Price deal was negatively and significantly affected on perceived quality and brand image.Keywords: Brand equity, perceived quality, brand loyalty, brand awareness, brand image, perceived advertising spending, price deals