Patimah, Pipih (0952299) (2013) Analisis Pengaruh Marketing Mix terhadap Brand Equity dengan Brand Image sebagai Variabel Mediasi pada Powerade Isotonik. Undergraduate thesis, Universitas Kristen Maranatha.
|
Text
0952299_Abstract_TOC.pdf - Accepted Version Download (55Kb) | Preview |
|
![[img]](http://repository.maranatha.edu/style/images/fileicons/text.png) |
Text
0952299_Appendices.pdf - Accepted Version Restricted to Repository staff only Download (841Kb) |
|
|
Text
0952299_Chapter1.pdf - Accepted Version Download (92Kb) | Preview |
|
|
Text
0952299_Chapter2.pdf - Accepted Version Restricted to Repository staff only Download (116Kb) |
|
|
Text
0952299_Chapter3.pdf - Accepted Version Restricted to Repository staff only Download (231Kb) |
|
|
Text
0952299_Chapter4.pdf - Accepted Version Restricted to Repository staff only Download (535Kb) |
|
|
Text
0952299_Conclusion.pdf - Accepted Version Download (83Kb) | Preview |
|
|
Text
0952299_Cover.pdf - Accepted Version Restricted to Repository staff only Download (136Kb) |
|
|
Text
0952299_References.pdf - Accepted Version Download (68Kb) | Preview |
Abstract
Tujuan penelitian ini adalah analisis pengaruh elemen-elemen marketing mix terhadap brand equity dengan brand image sebagai variabel mediasi pada Powerade Isotonik. Responden yang diambil sebagai sampel adalah 200 pelanggan Futsal 76. Untuk mencari pengaruh masing-masing variabel digunakan uji path (analisis jalur). Hasil penelitian menunjukkan bahwa terdapat pengaruh langsung marketing mix terhadap brand equity. Juga terdapat pengaruh antara marketing mix dan brand image secara gabungan terhadap brand equity hal ini menunjukkan adanya pengaruh brand image sebagai variabel mediasi.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | marketing mix, price, store image, marketing activities, price deal, brand image, brand equity |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 26 Jun 2015 06:28 |
| Last Modified: | 17 Feb 2016 07:25 |
| URI: | http://repository.maranatha.edu/id/eprint/13621 |
Actions (login required)
 |
View Item |
