Terapan iklan sunslik dan ekuitas merek( Studi Terpaan Iklan Televisi Sampo Sunsilk Terhadap Pembentukan Ekuitas Merek
Penulis Utama
:
Agus Wahyudi
NIM / NIP
:
D1206503
×Brand equity is a set of assets and liabilities based on non-price competition associated
with a brand, names and symbols, which can increase or decrease the value provided by a goods
and services to companies or customers that can be used as a measure of whether the product is
good and quality .
One of way to build brand equity is to advertise. Sunsilk with its variant and innovation
has attacked television audiences with his campaign, it aims to build positive equity, especially
in their initial demographic segmentation of high school-level student daughter
This study aims to examine the relationship between exposure to television advertising
Sunsilk shampoo with Sunsilk shampoo brand equity among students in high school girls Affairs
7 Surakarta in 2009, and external factors meguji relationship and level of social groups with
experience Sunsilk shampoo brand equity among students in high school girls State 7 Surakarta
in 2009
This study uses quantitative methods using correlation studies to measure the variablerate
veriabel and influence the relationship between veriabel to one another. Respondents in this
study is the result of the calculation of the total student daughter in high school State 7 Surakarta
using the formula of random sampling as many as 50 people.
To test the correlation analysis formula used Spearman rank order correlation coefficient 95%
50-2 df = 48, which are among the top 40 df (2.021) and 60 df (2.000)
From the test results, there is a significant relationship television advertising exposure with the
Equity Sunsilk shampoo brand Sunsilk shampoo girls among students SMU Negeri 7 Surakarta.
The amount of the price of the correlation coefficient for two variables is 7.645 with tThe amount of the price of the correlation coefficient for two variables is 7.645 with t
calculated by 6.979. t count on the price table on the student t 95% confidence level or
significance level of 0.05 with degrees of freedom df df 50 lies between 40 and 60. Dimana batas
nilai df 40=2,021 dan df 60=2,000. Where is the limit value of df 40 = 2.021 and 2.000 df = 60
Meanwhile, external factors and the level of social groups experience with Sunsilk
shampoo brand equity among students in high school girls 7 Surakarta State there are also a
significant relationship. The amount of the price of the two variables the correlation coefficient is
7.164 with t calculated by 6.996. Price t t count on the table at the student level of confidence
95%, or 0.05 significance level with degrees of freedom df df 50 lies between 40 and 60. Dimana
batas nilai df 40=2,021 dan df 60=2,000 Where is the limit value of 40 = 2.021 df and 60 df =
2.000
×
Penulis Utama
:
Agus Wahyudi
Penulis Tambahan
:
-
NIM / NIP
:
D1206503
Tahun
:
2010
Judul
:
Terapan iklan sunslik dan ekuitas merek( Studi Terpaan Iklan Televisi Sampo Sunsilk Terhadap Pembentukan Ekuitas Merek
