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jayadi, jayadi PENGARUH BAURAN PEMASARAN TERHADAP EKUITAS MEREK POLITEKNIK NEGERI UJUNG PANDANG. Prosiding 6th Seminar Nasional Penelitian & Pengabdian Kepada Masyarakat 2022. ISSN 2963-2242

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The purpose of this study was to determine the effect of the marketing mix on the brand equity of the Ujung Pandang
State Polytechnic. The number of samples to be taken is 257 students with an error rate of 10%. The analytical tool used
in this study to determine the effect between variables is simple linear regression analysis. Simple linear regression
analysis was used to test the effect of one independent variable on the dependent variable. The results of the Simple
Linear Regression Analysis show that the value of the correlation or relationship (R) of the Marketing Mix variable with
Brand Equity is 0.673. The coefficient of determination (R Square) is 0.453 which explains that the influence of the
Marketing Mix variable on the Brand Equity variable is 45.3%. From the output of the research, it is known that the
calculated F value is 78,631 with a significance level of 0.000. From the equation model, it is known that for every 1%
addition to the value of the Marketing Mix, the value of Brand Equity will increase by 4,053. With a significance value
of 0.000 t_table of 1.650 (0.05), it can be stated that the Marketing Mix variable (X) has an effect on the Brand Equity
variable (Y).

Item Type: Article
Subjects: H Social Sciences > HB Economic Theory
Divisions: Jurusan Administrasi Niaga > D4 Administrasi Bisnis
Depositing User: Unnamed user with username 197905042006041003
Date Deposited: 17 Jun 2023 05:48
Last Modified: 17 Jun 2023 05:48

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