Analisis pengaruh promotional mix terhadap brand image (studi kasus : Netbook Acer)

Deskripsi

This study aimed to the influence of the Promotional Mix toward Promotional Output Control, the influence of Promotional Output Control with brand image, and the influence of Promotional Mix on Brand Image. This research was conducted by distributing questionnaires to 125 respondents aged 18-39 years who are the target consumers of Acer netbook, which is domiciled in the JABODETABEK area. The data had been collected and processed using SPSS 17.0 to run the frequency analysis, test reliability, validity test, and LISREL 8.7 to run compatibility test model consisting of the overall model fit analysis, measurement model and structural model. The results show that the Promotional Mix has significant influence with Promotional Mix Output Control and Brand Image. Promotional Mix Output Control has also significant influence with the Brand Image.Ada tabel