Open AccessPengaruh iklan dan harga terhadap brand equity sepatu nike
Author(s) -
Yasri Yasri,
Whyosi Septrizola,
Monica Nofriyanti
Publication year - 2018
Publication title -
jurnal kajian manajemen bisnis
Language(s) - English
Resource type - Journals
eISSN - 2622-0865
pISSN - 2302-6359
DOI - 10.24036/jkmb.10882300
Subject(s) - nike , brand equity , advertising , business , brand management , population , brand awareness , sociology , demography
The purpose of this research is to analyze (1) the influence of the advertisement toward brand equity of nike (2) the influence of the price toward brand equity of nike (3) the influence of the advertisement and price toward brand equity of nike. The population in this research is the entire people in Padang who ever wear Nike with samples 100 people. The data of this research are primary data and secondary data. The data was analyzed with multiple regression analysis. The results of this research shows that: (1) the advertisement has positive significant influence toward brand quality of nike (2) the price has positive significant influence toward brand quality of nike (3) the advertisement and price have positive significant influence toward brand quality of nike.Keywords: Brand equity; advertisement; price.