PENGARUH EKUITAS MEREK TERHADAP KINERJA PASAR
Abstract
Brand equity refers to an added value contained in a product or service being marketed. This is of course the reason consumers buy or use products from these brands. In addition, companies are also marked to be able to increase their company value, which of course has a positive impact on the long-term success of their company. Therefore, many companies prioritize and prioritize brand equity to maximize market performance. Market performance is defined as an indicator that shows the extent to which a company can maximize the value of shares of companies that have sold in a market capital. This study aims to analyze and understand the effect of equity on market performance with the method of literature study or known as a literature review data sources derived from previous research studies that have relevance and relevance to this research topic. Research results and analysis of various previous literatures show that brand equity has a significant effect on market performance.
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References
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Artikel seminar/konferensi/sejenisnya
Febriant, A. (2022, November). Literatur Review: Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian. In SENMABIS: Conference Series.
Skripsi/Tesis/Disertasi:
Annisa, H. A. (2020). PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP KEPUTUSAN PEMBELIAN TOLAK ANGIN DI DESA MERTOYUDAN (Doctoral dissertation, Tugas Akhir, Universitas Muhammadiyah Magelang).
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Nj, L. A. (2019). Pengaruh Ekuitas Merek Tupperware Terhadap Keputusan Konsumen Membayar Harga Premium (studi Kasus Pada Agen Tupperware Bumi Addiva Jaya Padang) (Doctoral dissertation, Universitas Islam Riau).
Surya, L. C. (2022). PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN DCREPES (Doctoral dissertation, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta).
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