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Strategi Promag Sebagai Market Leader Obat Promag Di Indonesia

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  • wibowo, kahar adi

Abstract

Promag sebagai market leader obat maag di Indonesia dengan market share sebesar 68% telah menunjukkan eksistensisya sejak 1971 samapi saat ini. Ekuitas merek yang dibentuk oleh tim promosi melalui kesadaarn merek, asosiasi merek, persepsi kualitas serta loyaliyas merek terbukti mempengaruhi keputusan pembelian masyarakat. Dengan pengujian Uji F secara positif dan signifikan ekuitas merek terhadap keputusan pembelian, Uji T menunjukkan loyalitas merek mempunyai pengaruh besar terhadap keputusan pembelian diikuti oleh asosiasi merek, persepsi kualitas kemudian kesadaran merek.

Suggested Citation

  • wibowo, kahar adi, 2020. "Strategi Promag Sebagai Market Leader Obat Promag Di Indonesia," OSF Preprints r2xb4, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:r2xb4
    DOI: 10.31219/osf.io/r2xb4
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