PENGARUH ATRIBUT PRODUK DAN KOMUNIKASI PEMASARAN TERHADAP EKUITAS MEREK TELEPON SELULAR MEREK NOKIA (Survei pada mahasiswa pengguna telepon selular merek Nokia pada Fakultas Ekonomi Universitas Negeri Jakarta)

NUGROHO, PUJI RIZKI (2012) PENGARUH ATRIBUT PRODUK DAN KOMUNIKASI PEMASARAN TERHADAP EKUITAS MEREK TELEPON SELULAR MEREK NOKIA (Survei pada mahasiswa pengguna telepon selular merek Nokia pada Fakultas Ekonomi Universitas Negeri Jakarta). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Puji Rizki Nugroho, 2012; Influence Product Attributes and Marketing Communications on Brand Equity Cellular Phones Brand Nokia. Supervising a team; Dr. Mohamad Rizan, SE., MM., Agung Kresnamurti, RP, ST.,MM. Broadly speaking the purpose of this study were: 1) Determine a description of Product Attributes, Marketing Communications and Brand Equity Cellular Phones Brand Nokia, 2) Knowing the influence of product attributes on Brand Equity Brand Nokia Cellular Phone, 3) Knowing influence of Marketing Communications for Brand Equity Cellular Phones Brand Nokia; 4) Knowing the influence of product attributes and Marketing Communications in together or simultaneous to the Brand Equity Cellular Phones Brand Nokia. The unit of analysis is a student at the Faculty of Economics, State University of Jakarta. Observation units are 195 respondents who are Nokia brand mobile phone users. This type of research is descriptive and explanatory research is survey method. The results of descriptive analysis showed: a) dimensions of product design are the most dominant dimension of product attributes; b) dimensions of advertising is the most dominant dimension in marketing communication variables; c) the dimensions of brand association is the most dominant dimension of brand equity variables. The results of hypothesis testing indicate: 1) product attributes affect brand equity, 2) integrated marketing communications affect the brand equity, 3) variety of brand equity variables as much as 35.9% explained by the variation of the variable product attributes and marketing communications. Keywords: product attributes, marketing communications, brand equity, brand mobile phone Nokia.

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Dr. Mohamad Rizan, SE, MM ; Pembimbing II: Agung Kresnamurti RP, ST, MM
Subjects: Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation)
Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 05 Feb 2018 06:15
Last Modified: 05 Feb 2018 06:15
URI: http://repository.fe.unj.ac.id/id/eprint/2947

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