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مجلد 4 عدد 2 (2021): I-Con Media

PENGARUH BRAND IMAGE DAN BRAND ATTITUDE TERHADAP BRAND EQUITY KOSMETIK MEREK ORIFLAME PADA PEGAWAI SMA NEGERI 2 MUARA BADAK

BAHRI, KASMA (Unknown)
Wijayanti, Silvana Kardinar (Unknown)

Article Info

Publish Date
21 Oct 2021

Abstract

The purpose of this study was to determine the influence of brand image and brand attitude simultanously and partially on brand equity of Oriflame Cosmetics. The samples in this study were 32 people consisting of employees at SMA Negeri 2, Muara Badak. The analytical tool used to analyze the data was multiple regression and hypotheses of this study tested using the F test and t test. The results of this study revealed that simultanously these two variables, namely band image and brand attitude have a significant effect on brand equity. Partially, brand image and brand attitude also have a significant effect on brand equity. Between these two variables the most influencing is brand attitude.

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Journal Info
I-Con Media
Website

Abbrev

ICM

Publisher

Sekolah Tinggi Ilmu Ekonomi Tenggarong

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

I-Con Media Jurnal Ekonomi Manajemen dan Bisnis adalah forum diseminasi ilmu bisnis multi-disiplin yang bertujuan untuk menjembatani ilmu dan praktik manajemen dan kewirausahaan di Indonesia. I-Con Media menerbitkan hasil-hasil penelitian yang berdampak tinggi terhadap teori dan praktik manajemen ...