Analisis Pengaruh Ekuitas Merek Terhadap Respon Konsumen Pada Produk Levi’s Di Palembang

Gozali, Donny (2013) Analisis Pengaruh Ekuitas Merek Terhadap Respon Konsumen Pada Produk Levi’s Di Palembang. Other thesis, Sekolah Tinggi Ilmu Ekonomi Musi.

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Abstract

This study aimed to examine the effect of brand equity consists of brand awareness, brand associations, perceived quality, and brand loyalty on consumer response Levi's products in Palembang. The stronger the brand equity, the more powerful it the confidence of consumers use a product that will produce a response from the consumers so as to make the company a profit from time to time even though competition in the global market is very tight between the various brands. The population in this study was the use Levi's products. The sample obtained in this study was 100 respondents. Hypothesis testing using multiple regression analysis with SPSS ver. 17.0. The test results showed that brand awareness (X1), brand association (X2), perceived quality (X3) and brand loyalty (X4) have an influence on consumer response to Levi's products in Palembang.

Item Type:	Thesis (Other)
Additional Information:	Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau.
Uncontrolled Keywords:	brand equity, brand awareness, brand association, perceived quality, brand loyalty, consumer response, and Levi’s.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Theses - S1 > Management Study Program
Depositing User:	Perpustakaan Unika Musi Charitas
Date Deposited:	03 Jul 2019 03:50
Last Modified:	03 Jul 2019 03:50
URI:	http://eprints.ukmc.ac.id/id/eprint/2845

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