Does Promotion Mix Really Help to Enhance Brand Equity: A Literature Review

Kumar, Sandeep; Patra, Sidheswar

doi:10.18843/ijcms/v8i2/11

Cited by 7 publications

(1 citation statement)

References 20 publications

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“…Promotion has positive and significant influence on purchasing decision (Leksono & Herwin, 2017); (Astut, 2019); (Ariatmaja & Rastini, 2017). Another research also indicates that promotion has relationship with brand image positively and significantly (Chakraborty & Bhat, 2018); (Kumar & Patra, 2017); (Tadesse, 2019); (Schivinski, Bruno, & Dabrowski, 2016); (Bilgin, 2018); (Marcel, 2009); (Yaman, 2018); (Seo & Park, 2018). How about price?…”

Section: Introductionmentioning

confidence: 98%

Why does Gojek fail to maintain the Top Brand Award?

Din

Kadarningsih

Ariani

2020

JIKO

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This study aims to understand the factors that cause Gojek to fail to maintain the Top Brand Award status. To answer the research objectives, the study build a conceptual framework with brand images as a mediating variable of service quality, product, promotion, and price on purchasing decisions. The research sample was 100 respondents. Test of research instruments using factor analysis for validity, and Cronbach Alpha for reliability and use multiple linear regression for data analysis. The result of this study found that the failure of Gojek to maintain the status of the Top Brand Award was caused by the company's lack of strengthening the driving variables. The statement is based on the finding that only price having a significant positive effect on brand images, while service quality, product, and promotion are not significant. The result makes the total impact of exogenous variables less optimal in increasing purchasing decisions.

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