The Effect of Brand Equity and Perceived Value to Marketing Mix

Abstract

This paper aims primarily at examining the effect of brand equity and perceived value on marketing mix. The article is written based on the empirical survey with the active participation of 256 respondents who are considered as film viewers in Indonesia. On the basis of structural model testing with Structural Equation Modeling, one of the major findings revealed from this study shows that brand equity and perceived value are positively and significantlyaffect 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 the cinema.