Pengaruh Harga, Ekuitas Merk, dan Kualitas Produk terhadap Efektivitas Iklan Vit di Rekso Mart Kedawon

Abstract

This research aims to examine how price, brand equity and product quality influence the effectiveness of Vit advertising at Rekso Mart Kedawon. The population in this study were consumers who purchased Vit at Rekso Mart Kedawon with a population of 156 people. The number of samples used was 39 respondents taken as many as 25% of the total population. Data collection was carried out by distributing questionnaires to consumers using Vit. The analysis techniques used include respondent demographics, instrument testing (validity test, reliability test), classical assumption test (normality test, multicollinearity test, autocorrelation test, heteroscedasticity test), regression test (multiple linear regression) and hypothesis testing (f test and F test). t). The research results show that price, brand equity, and product quality have a positive and significant effect on purchasing decisions.