Fransisca Diwati - Academia.edu (original) (raw)
Uploads
Papers by Fransisca Diwati
This research is aimed to know consumers of traditional medicine give evaluates of brand equity o... more This research is aimed to know consumers of traditional medicine give evaluates of brand equity on traditional medicine of Air Mancur brand, compared with its competer is Sido Muncul brand and Nonya Meneer brand. This research is done by using brand equity measuring concept of Walfried Lassar, Banwari Mittal and Arun Sharma who write the concept of brand equity having 5 dimensions, that is Performance, Social Image, Value, Trustworthiness and Attachment. Beside that this research use ANOVA and t-test method to see any or not difference of consumer's view on three brands of traditional medicine above. The source of data came from traditional medicine's consumer who lived in Daerah Istimewa Yogyakarta. From the result of research got conclusion that consumers evaluate brand equity of Air Mancur brand is higher than Sido Muncul brand and Nyonya Meneer brand, but the differences score is not significant. This brand equity measuring is very usefull for companies, because by knowi...
This study aimed to examine the effect of Integrated Marketing Communication (IMC) in the variabl... more This study aimed to examine the effect of Integrated Marketing Communication (IMC) in the variables of motivation, perceptions, and attitudes toward consumer's decision to buy the product tour and travel business in Yogyakarta. Research carried out by multiple regression analysis using primary data in the form of questionnaires. The regression results after testing the validity and reliability of all the explanatory variables showed significant positive effect on the dependent variable. These results indicate that Integrated Marketing Communication (IMC) have an influence on consumer purchase decisions on products Tour and Travel in Yogyakarta .
This research is aimed to know consumers of traditional medicine give evaluates of brand equity o... more This research is aimed to know consumers of traditional medicine give evaluates of brand equity on traditional medicine of Air Mancur brand, compared with its competer is Sido Muncul brand and Nonya Meneer brand. This research is done by using brand equity measuring concept of Walfried Lassar, Banwari Mittal and Arun Sharma who write the concept of brand equity having 5 dimensions, that is Performance, Social Image, Value, Trustworthiness and Attachment. Beside that this research use ANOVA and t-test method to see any or not difference of consumer's view on three brands of traditional medicine above. The source of data came from traditional medicine's consumer who lived in Daerah Istimewa Yogyakarta. From the result of research got conclusion that consumers evaluate brand equity of Air Mancur brand is higher than Sido Muncul brand and Nyonya Meneer brand, but the differences score is not significant. This brand equity measuring is very usefull for companies, because by knowi...
This study aimed to examine the effect of Integrated Marketing Communication (IMC) in the variabl... more This study aimed to examine the effect of Integrated Marketing Communication (IMC) in the variables of motivation, perceptions, and attitudes toward consumer's decision to buy the product tour and travel business in Yogyakarta. Research carried out by multiple regression analysis using primary data in the form of questionnaires. The regression results after testing the validity and reliability of all the explanatory variables showed significant positive effect on the dependent variable. These results indicate that Integrated Marketing Communication (IMC) have an influence on consumer purchase decisions on products Tour and Travel in Yogyakarta .