Mulyadi, Alexander (2016) Analisis Pengaruh Ekuitas Merek Terhadap Proses Keputusan Pembelian Toyota Avanza Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.
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Abstract
This study aims to determine whether the variable of brand awareness, brand association, perceived quality and customer loyalty has an influence on the purchase decision process Toyota Avanza car in the city of Palembang. The population in this study are all consumers who purchase a Toyota Avanza car in the city of Palembang. The sample in this study were 100 respondents. Data analysis technique used is the test of validity, reliability test, classic assumption test (test for normality, multicollinearity, and heteroscedasticity), multiple linear regression, hypothesis test(t-test, and F), and the coefficient of determination. The results obtained found that brand awareness, brand association, perceived quality and brand loyalty partially influence the purchasing decision of Toyota Avanza car.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau. |
| Uncontrolled Keywords: | brand awareness, brand association, perceived quality, brand loyalty , and purchasing decisions making |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Theses - S1 > Management Study Program |
| Depositing User: | Perpustakaan Unika Musi Charitas |
| Date Deposited: | 22 Feb 2020 04:07 |
| Last Modified: | 22 Feb 2020 04:07 |
| URI: | http://eprints.ukmc.ac.id/id/eprint/3434 |
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