Analisis Pengaruh Brand Equity Terhadap Keputusan Pembelian AC Panasonic Pada Toko Sumber AC Di Palembang

Mulyati, Tika (2014) Analisis Pengaruh Brand Equity Terhadap Keputusan Pembelian AC Panasonic Pada Toko Sumber AC Di Palembang. Other thesis, Sekolah Tinggi Ilmu Ekonomi Musi.

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Abstract

The purpose of this study was to analyze whether there is an influence of brand awareness, perceived quality, brand associations, and brand loyalty on purchase decisions in store Panasonic AC Sources AC in Palembang. The study was conducted by distributing questionnaires to the respondents who are the buyers AC (air conditioner) to store Sources Panasonic AC Palembang. The research sample using purposive sampling with 100 respondents. Processing data using statistical tools application program package for social source (SPSS) for windows version 16:00. From the score of the average distribution of brand equity and purchase decisions most respondents agreed. And from the results of multiple regression test (multiple regression) simultaneously brand equity (brand awareness, brand associations, perceived quality and brand loyalty) are very significant influence on purchasing decisions. Partially brand associations, perceived quality and loyalty influence on purchasing decisions. While brand awareness does not affect the purchase decision.

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 Decision.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Perpustakaan Unika Musi Charitas
Date Deposited: 15 Aug 2019 03:33
Last Modified: 15 Aug 2019 03:33
URI: http://eprints.ukmc.ac.id/id/eprint/3008

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