PENGARUH PERSONAL COMUNICATION, ADVERTISING, SALES PROMOTION DAN PUBLIC RELATION TERHADAP BRAND EQUITY HONDA JAZZ DIKOTA PADANG

Abstract

The purpose of the this study was to obtain empirical evidence, personal communication influence of advertising, sales promotion and public relations to brand equity. In this study, the object is some users Honda Jazz in the city of Padang. The data used is primary data obtained through questionnaires used in this study are two categories of variables. The first dependent variable is the brand equity. Both independent variables are composed of personal communication, advertising, sales promotion and public relations. The process of hypothesis testing is done by using the method of quantitative analysis through multiple regression models and statistical t-test. The process of hypothesis testing performed using SPSS. Based on the results of hypothesis testing found that personal selling, sales promotion and no significant effect on the brand equity of the Honda Jazz in the city of Padang. The results also found that advertising and public relations significantly influence brand equity Honda Jazz in the city of Padang. Keyword Personal Comunication, Advertising, Sales Promotion, Public Relation & Brand Equity