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JURNAL BISNIS DAN AKUNTANSI
Vol. 14, No. 2a, Is. 5, November 2012, Hlm. 95-100

PENGARUH SERVICE MARKETING MIX ELEMENTS TERHADAP CUSTOMER BASED BRAND EQUITY

NUNO SUTRISNO

STIE Trisakti
nuno@stietrisakti.ac.id

 

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http://www.tsm.ac.id/JBA/JBAVOL14/PENGARUH SERVICE MARKETING MIX ELEMENTS TERHADAP CUSTOMER BASED BRAND EQUITY

ABSTRACT:

The purpose of this research is to analyze the effect of service marketing mix elements on customer based brand equity at PT JNE in Jakarta. Data for this research came from 150 respondents works as manager and use JNE for private business. For testing, analysis, and decision making about the hypothesis, this research used SPSS(Statistical Package for Social Sience). The result of this research showed that service marketing mix elements influenced by stimultaneously to brand awareness, brand image, brand loyalty and perceived quality.

Keyword :Service Marketing Mix, Customer Based Brand Equity, JNE
 
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