Analisis Keefektifan Event Marketing Pada Pembentukan Ekuitas Merek

Authors

  • made sindhu yoga Undiknas

Abstract

The purpose of this researchto build consumer awareness of
the brand LA Lights and gives an overview of consumer positively to the brand
LA Lights. This study was designed to analyze event marketing as an effective
way to build LA Lights brand equity. The location of this study conducted in
Yogyakarta in accordance with the enterprise segments which are the consumer
teenagers and independent communities.The results of research in the form of
answers using a Likert scale was analyzed by looking at the effect of relationship
marketing event of the formation of brand equity LA Lights by using multiple
regression models. Overall, event marketing LA Lights held assessed effectively
build brand equity LA Lights. This happens because the market in the city of
Yogyakarta is a potential market for the brand LA Lights targeting consumers
teenagers and independent communities. Based on these results, the company
can continue to organize events marketing sustainably and improve the quality
of the event marketing to build brand equity LA Lights.

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Published

2016-10-05

How to Cite

1.
yoga made sindhu. Analisis Keefektifan Event Marketing Pada Pembentukan Ekuitas Merek. j.imb [Internet]. 2016Oct.5 [cited 2024Mar.28];1(1):21. Available from: https://journal.undiknas.ac.id/index.php/manajemen/article/view/2

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Articles