THE IMPACT OF BRAND PERSONALITY AND PROMOTIONAL MIX TO BRAND EQUITY OF MUBA REGENT CANDIDATES 2011

Marleni, Siska and Isnurhadi, Isnurhadi (2012) THE IMPACT OF BRAND PERSONALITY AND PROMOTIONAL MIX TO BRAND EQUITY OF MUBA REGENT CANDIDATES 2011. Penerbit UNSRI, Palembang. ISBN 979 - 587429 - 2

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      Abstract

      The purpose of this study was to analyze the impact of brand personality and the promotional mix to the formation of brand equity.The methods of this research conducted with quantitative methods with the quota sampling strategy sample. The research was conducted in June-September 2011 with the entire student population Rahmaniyah High School Sekayu, with a sample of 350 college students and the scale used is likert. The result of this research shows that the brand personality has a significance impact on brand equity and the promotional mix also has significance impact on brand equity , then there is a dominant impact in the promotional mix . Both variables, both brand personality and the promotional mix are equally significance impact on the formation of brand equity. The results turned out to support the candidate of the ELECTION where Pahri Azhari - Beni Harnedi gained the victory due to the mix of promotional activities during the campaign such as that shown in the results of the analysis of the promotion mix variables and brand equity analysis in which the pair candidate has an average value greater than other pairs of candidates in applying the method of winning the right target

      Item Type: Book
      Subjects: H Social Sciences > HG Finance
      Divisions: Faculty of Economics > Department of Management
      Depositing User: Isnurhadi, SE, MBA, Ph.D
      Date Deposited: 19 Mar 2014 11:57
      Last Modified: 19 Mar 2014 11:57
      URI: http://eprints.unsri.ac.id/id/eprint/3654

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