Marketing Mix is The Only Variable to Choose Brands and Quality ?

Marketing Mix is The Only Variable to Choose Brands and Quality?


INTRODUCTION
Brand advertising had impact on potential buyers' implicit memory (Buschken, 2007).Spending on brand advertising will increase the coverage and repetition of advertising messages, and as a result, a higher level of awareness will be obtained for a given brand.Jeong (2004) had found advertising contributed directly to brand equity.Advertising spending by consumers also felt positive about the brand equity as evidenced in previous works (Villarejo & Sanchez-Franco, 2005).Branding is considered means in establishing and maintaining competitive advantage (Deepa & Chitramani, 2013).Family has been regarded as one of the strong factors in consumer behavior.Research on brand equity, from a consumer perspective, aiming to analyze the behavior of consumers towards the brand name (Keller, 2003).Perceived quality is considered as a consumer judgment about the overall excellence or superiority of the product.Companies should communicate the quality of the signal quality of the brand through marketing actions.Consumers feel brand equity through their direct experience with the brand and the information obtained in environmental factors (Boonghee Yoo, Donthu, & Lee, 2000).
Perceived quality had significant influence on the brand loyalty (Shaharudin, Mansor, Hassan, Omar, & Harun, 2011).Among the extrinsic attributes of marketing through advertising, pricing and promotion, have a major role.High advertising spending, high price, good store image, and high distribution intensity are related to high brand equity (Boonghee Yoo et al., 2000), so that, there is a positive relationship between advertising expenditure and consumer perceived of brand quality.Information provided by the family brand to determine consumer perceiveds of the quality of a brand.Thus, young people's perceived of the brand recommended or used by other experienced consumers, may influence the perceived quality of the brand.Family had joint activity, and children's active participation, determines the influence they gain (Norgaard, Bruns, Christensen, & Mikkelsen, 2007).This perceived involves a more positive attitude toward the brand, and may result in the purchase of the brand (Moore, Wilkie, & Lutz, 2002).High quality producers should raise the price to signal quality.Thus, the high price is generally regarded as higher quality than the cheap price.This has been outlined in the study Chiang and Niu (2013).Along the same argument, price promotions may erode brand quality because they reduce the price of the product (Jorgensen, Taboubi, & Zaccoure, 2003).
Negative effect of sales promotion anticipated adverse effects on brand equity (Swait & Erdem, 2022), which results in a negative perceived of the brand.The influence the assets of brand equity is brand association, brand awareness, perceived quality, and brand loyalty (Bohrer, 2007)

Theoretical Framework
Previous studies can be summarized as shown in Table 1.

METHODS
The study was conducted by using a descriptive study using survey.The population in this study is the Pepsodent toothpaste users.The sampling method was done by accidental sampling number of respondents who were sampled 200 people.
Data collection using closed type questionnaire.
lity compared with two other researchers.Effect of sales promotion is to brand awareness and brand association and perceived quality, while according to (Gil et al. (2007)) sales promotion will decrease, although small influence to perceived quality.
Families have little effect in this study, even the perceived quality tends to degrade.But two other researchers showed that the family has a strong influence to raise the perceived of quality.This study find that promotion and price have signficant impact to brand awareness, but Conradie, R.L., and Klopper (2014) found no significant impact.
The impact of promotion to perceived quality had mentioned by Faryabi et al. (2015) that price discount offer not to lower quality but to get more savings for consmers.

MANAGERIAL IMPLICATIONS
In . Every new experience in creating brand, strengthen or modify individual associations.Research objectives is to find out how the role of marketing stimuli (advertising, pricing, and sales promotion) as well as the role of the family and brand awareness, brand associations, as well as perceiveds of the quality of the Pepsodent toothpaste.Second, to determine the effect of advertising, price, family, sales promotion, the brand awareness, brand associations and perceived quality on Pepsodent toothpaste Benefits of this research is expected of what factors to consider in developing marketing mix that ultimately led to the formation of perceived qualitys.Second, make a good present from the theory of consumer behavior and marketing theory.

Table 3 :
Structural equation modelling assumption high quality, that Pepsodent dimensional quality is believed.Based on quality indicators that the dimensions of Pepsodent is believed to be high quality.

Table 4 :
The relationship variables studied

Table 5 : Structural equation models output
Gilaninia et al. (2012)e in the moderate range.Even based onGilaninia et al. (2012)advertising will reduce the perceived quality, although the effect is very small.Prices in this study has a strong influence to brand awareness and perceived qua-

Table 7 :
Previous studies compared with this research The highest score is brand impression dimension, but it is not supported by the highest score that Pepsodent easy to remember because it had been known since a long time indicator.