The Impact of promotional activities on brand equity and purchase decision of Sinar Mas land residential product at South Tangerang area

Search by :

ALL Author Subject ISBN/ISSN Advanced Search

Last search:

The Impact of promotional activities on brand equity and purchase decision of Sinar Mas land residential product at South Tangerang area

Tengsantomo, Erika - Personal Name;

The main purpose of this research is to identify and analyse the impact of promotional activities, which include advertising, direct marketing, internet marketing, sales promotion, public relation, and personal selling, on company's brand equity and purchase decision of Sinar Mas Land Residential at South Tangerang Area .rnThe primary data is obtained by the distribution of questionnaire to 100 consumers who already purchased house in Sinar Mas Land. SPSS and AMOS software are used to calculate the data from the questionnaires. Descriptive, Cross-tab and Structural Equation Modelling (SEM) method to test the hypotheses. The conclusion of this research stated that promotional activities have significant impact on consumers' purchasing decision and brand equity, especially advertisement and personal selling. The results also shows that the company's brand equity has significant impact on consumers' purchasing decision.

Availability

M00305 (wh) Available

Detail Information

Series Title: -
Call Number: 305
Publisher: : Swiss German University., 2015
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
Media Type: -
Carrier Type: -
Edition: -
Subject(s): Brand equity
Purchase intention
MBA
Promotion mix
Residential
Specific Detail Info: -
Statement of Responsibility: -

Other version/related

No other version available

File Attachment

No Data

Comments

You must be logged in to post a comment