ANALISIS PENGARUH EVENT/SPONSORSHIP TERHADAP CITRA MEREK PASTA GIGI PEPSODENT PADA PT. UNILEVER INDONESIA TBK

Syaifulloh, . (2013) ANALISIS PENGARUH EVENT/SPONSORSHIP TERHADAP CITRA MEREK PASTA GIGI PEPSODENT PADA PT. UNILEVER INDONESIA TBK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aimed to determine the effect of events/sponsorship for Pepsodent toothpaste brand image by using the brand as a moderating associations. The company studied was the Unilever Indonesia company respondents drawn from elementary school students accompanied by parents of each student at the time of Pepsodent toothpaste event with the theme "healthy smile smile Indonesia" held at SDN 02 performances Lampung. Data collection techniques in this study using primary data by spreading 100 questionnaires to the respondents. Data processing techniques performed using SPSS 17.0. The variables studied consisted of event / sponsorship (X1), brand associations (X2), and brand image (Y). The analysis used to test this study is Moderated Regression Analysis. The results show that the partial maketh the brand association as a moderate variable no significant effect between variables event / sponsorship for Pepsodent toothpaste brand image. And from the research results simultaneously by making the brand association as a moderate variable is said that there is significant influence between variables event / sponsorship on brand image variables Pepsodent toothpaste. From the results of this study proved that by holding a themed event Pepsodent "smile healthy smile Indonesia" to improve the image of the brand in consumers' minds Pepsodent products.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil : 207111072] [Penguji II (Pembimbing) : MB. Nani Ariani] [Penguji I : Yuliniar] [Ketua Penguji : Nobelson]
Uncontrolled Keywords:	Event / Sponsorship, Brand Association, and Brand Image.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Muamar Khadafi
Date Deposited:	06 Nov 2024 03:43
Last Modified:	06 Nov 2024 03:43
URI:	http://repository.upnvj.ac.id/id/eprint/33989

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