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Metode yang digunakan adalah kuantitatif dengan analisis regresi linier berganda. Sampel berjumlah 100 responden melalui purposive sampling dan insidential sampling. Hasil Adjusted R Square menunjukkan 59,5% ekuitas merek dipengaruhi faktor-faktor yang diteliti. Uji F membuktikan pengaruh simultan positif dan signifikan, sedangkan uji t menunjukkan pengaruh signifikan iklan dan pemasaran langsung, serta variabel lain tidak signifikan secara parsial.",{"@graph":51,"@context":106},[52,68,89],{"@type":53,"itemListElement":54},"BreadcrumbList",[55,59,62,65],{"item":56,"name":57,"@type":58,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":60,"name":10,"@type":58,"position":61},"https://docshare.wps.com/id/template/",2,{"item":63,"name":39,"@type":58,"position":64},"https://docshare.wps.com/id/template/umum/",3,{"item":66,"name":47,"@type":58,"position":67},"https://docshare.wps.com/id/template/effect-of-advertising-sales-promotion-public-relations-personal-selling-and-direct-marketing-on-indomaret-brand-equity-case-study-of-people-in-bogor-city/236417/",4,{"url":66,"name":47,"@type":69,"image":70,"author":75,"headline":47,"publisher":78,"fileFormat":81,"inLanguage":45,"description":49,"dateModified":82,"datePublished":83,"encodingFormat":81,"isAccessibleForFree":84,"interactionStatistic":85},"DigitalDocument",{"url":71,"@type":72,"width":73,"height":74},"https://docshare.wps.com/thumbnails/effect-of-advertising-sales-promotion-public-relations-personal-selling-and-direct-marketing-on-indomaret-brand-equity-case-study-of-people-in-bogor-city/236417.png","ImageObject",442,249,{"name":76,"@type":77},"Pentious","Person",{"url":56,"name":79,"@type":80},"DocShare","Organization","application/pdf","2026-09-21","2026-09-11",true,{"@type":86,"interactionType":87,"userInteractionCount":9},"InteractionCounter",{"@type":88},"ViewAction",{"@type":90,"mainEntity":91},"FAQPage",[92,98,102],{"name":93,"@type":94,"acceptedAnswer":95},"Penelitian ini meneliti pengaruh faktor apa terhadap ekuitas merek Indomaret?","Question",{"text":96,"@type":97},"Penelitian meneliti pengaruh iklan, promosi penjualan, hubungan masyarakat, penjualan personal, dan pemasaran langsung terhadap ekuitas merek Indomaret.","Answer",{"name":99,"@type":94,"acceptedAnswer":100},"Bagaimana metode penelitian dan model analisis yang digunakan?",{"text":101,"@type":97},"Penelitian menggunakan metode kuantitatif dengan model analisis regresi linier berganda.",{"name":103,"@type":94,"acceptedAnswer":104},"Variabel mana yang dominan memengaruhi ekuitas merek Indomaret di Kota Bogor?",{"text":105,"@type":97},"Variabel yang dominan memengaruhi ekuitas merek Indomaret di Kota Bogor adalah pemasaran langsung.","https://schema.org",{"og:url":66,"og:type":108,"og:title":47,"og:site_name":79,"og:description":49},"article",{"robots":110,"canonical":66},"index,follow",{"doc_id":112,"site_id":44},236417,1790007306,{"code":4,"msg":5,"data":115},{"doc_id":112,"user_id":116,"nickname":76,"user_avatar":117,"doc_module":9,"category_id":38,"category_name":39,"doc_title":47,"doc_description":49,"doc_content":118,"file_id":119,"file_url":120,"file_type":121,"file_size":122,"view_count":9,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":123,"language":124,"language_code":45,"site_id":44,"html_lang":45,"table_of_contents":125,"faqs":126,"seo_title":127,"seo_description":49,"update_tm":128,"read_time":129},1374404730887,"https://ap-avatar.wpscdn.com/davatar_6f874abed73319feea01a86fa6f0fab8","PENGARUH IKLAN, PROMOSI PENJUALAN, HUBUNGAN  \nMASYARAKAT, PENJUALAN PERSONAL DAN PEMASARAN LANGSUNG TERHADAPEKUITAS MEREK INDOMARET  \n(STUDI KASUS MASYARAKAT  \nINDOMARET DI KOTA  \nBOGOR)  \nEko Wahyu Widayat1 dan Siti Kartikawati2  \n1Waket I Bidang Akademik Sekaligus Dosen Tetap Sekolah Tinggi Ilmu Ekonomi GICI  \n2Alumni Sekolah Tinggi Ilmu Ekonomi  \nABSTRAK  \nIndomaret adalah jaringan minimarket di Indonesia yang memiliki sistem waralaba. Indomaret merupakan jaringan minimarket yang menyediakan kebutuhan pokok dankebutuhan sehari-hari. Indomaret memiliki Slogan “Mudah dan Hemat”. Metode penelitiannya adalah metode kuantitatif, model analisis data yang digunakan analisis regresi linier berganda. Pemilihan sampel dilakukan dengan cara purposive sampling dan insidential sampling. Adapun sampel tersebut berjumlah 100 responden. Hasil Adjusted R Square menunjukkan bahwa 59,5% faktor-faktor ekuitas merek dapatdijelaskan oleh iklan, promosi penjualan, hubungan masyarakat, penjualan personal dan pemasaran langsung sedangkan sisanya 40,5% dijelaskan oleh faktor lain yang tidak diteliti dalam penelitian ini. Sedangkan hasil uji F menunjukkan bahwa secara simultan variabel iklan, promosi penjualan, hubungan masyarakat, penjualan personal, dan pemasaran langsung secara serempak berpengaruh positif dan signifikanterhadap ekuitas merek dengan hasil analisis yaitu nilai Fhitung (30,030) > Ftabel (2,310) . Hasi uji t menunjukkan bahwa variabel iklan dan pemasaran langsung berpengaruh positif dan signifikan terhadap ekuitas merek di Minimarket Indomaret padamasyarakat Kota Bogor. Adapun variabel promosi penjualan, hubungan masyarakat, dan penjualan personal secara parsial tidakberpengaruh positif dan signifikan terhadapekuitas merek. Variabel yang dominan mempengaruhi ekuitas merekpada Minimarket Indomaret Kota Bogor adalah pemasaran langsung.  \nABSTRACT  \nIndomaret is a minimarket network in Indonesia that has a franchise system. Indomaret is a network minimarkets that provide a wide range of basic necessities and daily necessities. Indomaret has a slogan that is “Easy and Economical”. This type of research is data collection methods using a questionnaire. The data analysis model which was used is multiple linear regression analysis. The sample selection was done by purposive and insidential. The sample amounted to 100 respondents. Adjusted R Square results shows that 59,5% of brand equity factors can be explained by advertising, sales promotion, public relations, personal sales, and direct marketing while the remaining 40,5% is explained by other factor which was not examined in this study. While theFtest result show that simultaneously the variables of advertising,  \nsales promotion, public relations, personal selling, and direct marketing simultaneously have a positive and significant effect on brand equity with the result of the analysis namely the value of Fcount (30,030) > Ftable (2,310). The result of the t test shows that the advertising direct marketing variables has a positive and significant effect on brand equity in the Indomaret Minimarket in Bogor. The sales promotion variables, public relations, and personal sales partially did not have a positive and significance. The dominant variable effecting brand equity of Indomaret in Bogor is direct marketing.  \nPENDAHULUAN  \n1.1. Latar Belakang  \nPerkembangan dunia bisnis memicu persaingan antara perusahaanyang satu dengan yang lainnya. Haltersebut tentunya akan berdampak terhadap persaingan usaha yang semakin ketat. Tentu akanmenimbulkan dampak baik dampak positif maupun dampak negatif. Dampak positif yang ditimbulkanantara lain para pelaku usaha akan terus meningkatkan ekuitas merek untuk menarik pelanggan sebanyakbanyaknya. Dampak negatifnya tentuakan menyebabkan menurunnya omzet penjualan sebagai akibat adanya persaingan usaha tersebut.  \nDalam dunia retail khususnya minimarket, hal menarik lainnya yang terjadi adalah adanya perubahan cara pandang masyarakat dimana saat inilebih ba","cbCailkPpR9GelAa","https://ap.wps.com/l/cbCailkPpR9GelAa","pdf",953185,16,"Indonesian","# PENDAHULUAN\n## Latar Belakang\n## Rumusan Masalah","[{\"question\":\"Penelitian ini meneliti pengaruh faktor apa terhadap ekuitas merek Indomaret?\",\"answer\":\"Penelitian meneliti pengaruh iklan, promosi penjualan, hubungan masyarakat, penjualan personal, dan pemasaran langsung terhadap ekuitas merek Indomaret.\"},{\"question\":\"Bagaimana metode penelitian dan model analisis yang digunakan?\",\"answer\":\"Penelitian menggunakan metode kuantitatif dengan model analisis regresi linier berganda.\"},{\"question\":\"Variabel mana yang dominan memengaruhi ekuitas merek Indomaret di Kota Bogor?\",\"answer\":\"Variabel yang dominan memengaruhi ekuitas merek Indomaret di Kota Bogor adalah pemasaran langsung.\"}]","Pengaruh Iklan, Promosi Penjualan, Hubungan Masyarakat, Penjualan Personal dan Pemasaran Langsung Terhadap Ekuitas Merek Indomaret - Studi Kasus Masyarakat Kota Bogor | PDF",1789105257,6]