e-ISSN 2231-8542
ISSN 1511-3701
Faransyah Jaya, Muhtosim Arief, Pantri Heriyati and Dyah Budiastuti
Pertanika Journal of Tropical Agricultural Science, Volume 27, Issue T1, December 2019
Keywords: Brand equity, Indonesia film viewers, marketing mix, perceived value
Published on: 29 Apr 2019
This paper aims primarily at examining the effect of brand equity and perceived value on marketing mix. The paper is written based on empirical survey with the active participations of 256 respondents who are considered as film viewers in Indonesia. Based on structural model testing with Structural Equation Modeling, one of major findings revealed from this study showed that brand equity and perceived value had significant and positive effect on marketing mix. The finding implies that it is crucial for the Indonesian film production companies to collaborate these variables to enable attracting film viewers to cinema.
ISSN 1511-3701
e-ISSN 2231-8542