MEMBANGUN BRAND EQUITY: ANALISIS MARKETING MIX (Studi Kasus Empiris Terhadap Merek Tinta isi Ulang Data Print)

Niknik Ahmad Munawar, Hapzi Ali


This study aims to analyze the positive and significant influence of the marketing mix on Brand Equity in Data Print refill ink. The products of the partial brand equity, brand equity ratio price partially, place partially on brand equity, promotion of the brand equity and partial positive and significant impact Product, Price, Place, and Promotion of the brand equity simultaneously. The population of this study were students from six universities throughout Jakarta -Bogor-Depok –Tangerang - Bekasi. With the classification of students who had used the ink refill brand Data Print, with strata e conomy class upper middle, aged between 17 s / d 55 years spread at the University of Indonesia, Jakarta Negeri  University, University of Mercu Buana, Jakarta Muhammadiyah University, University Tarumanagara, University of Muhammadiyah Prof Dr Hamka. While the number of samples from a population of 146.598 students with MOE 5 percent at 5 percent confidence level based on the table of Isaac and Michael is 347 samples. Method of quantitative analysis using multiple linear regression analysis, followed by analysis of determination (R Square), partial hypothesis testing (t test) and simultaneous (test F). The results showed that the products are positive and significant impact on brand equity partially, Price has a significant and positive effect on brand equity partially, Places have a significant and positive effect on brand equity partially, and Promotion positively and positively affects partial brand equity. And variable Products, Price, Place and Promotion have a positive and significant effect on brand equity simultaneously


Brand Equity, Marketing Mix 4Ps, Product Effect, Influence Price, Influence Place, Influence of Promotion

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