Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Konsumen AC Merek LG

., Gunawan (2013) Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Konsumen AC Merek LG. Other thesis, Sekolah Tinggi Ilmu Ekonomi Musi.

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Abstract

This study aimed to examine the effect of brand equity (brand awareness, brand association, brand perception, brand loyalty) to the LG brand AC purchase decision. Due to the strong brand equity can encourage consumers to make purchasing decisions for a product / repeat purchase. The population in this study are those who use the product AC LG brand. 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 variable (X1), brand association (X2), perceived quality (X3), brand loyalty (X4) had an influence on purchase decisions AC LG brand.

Item Type: Thesis (Other)
Additional Information: Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau.
Uncontrolled Keywords: brand equity, brand awareness, brand associations, perceived quality, brand loyalty, purchase decisions, AC LG.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Perpustakaan Unika Musi Charitas
Date Deposited: 09 Jul 2019 02:10
Last Modified: 09 Jul 2019 02:10
URI: http://eprints.ukmc.ac.id/id/eprint/2861

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