ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ASUS ZENFONE DI PALEMBANG

., Johnny (2015) ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ASUS ZENFONE DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT This study was conducted to determine the influence of brand equity on purchase decisions Asus Zenfone smartphone in Palembang. This type of research is a kind of field study research through surveys. The sample used in this study is that consumers who have made a purchase smartphone Asus Zenfone 100 respondents and the sampling technique used was purposive sampling technique. Data analysis techniques used are validity and reliability, descriptive test, classic assumption test, multiple linear regression analysis and test of goodness of fit (coefficient of determination R2), F test, t test). Results of the study showed the independent variable (X) is able to explain 41.5% Asus Zenfone smartphone purchase decision and the balance of 58.5% is explained by other variables not included in this study. Partial assay results indicate the brand awareness and brand association but not significant positive effect whereas perceived quality and brand loyalty positive and significant impact on purchasing decisions smartphone Asus Zenfone. KeyWords :Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand loyalty, Purchasing Decisions

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: KeyWords :Brand Equity ; Brand Awareness ; Brand Association ; Perceived Quality ; Brand loyalty ; Purchasing Decisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 27 Apr 2022 10:00
Last Modified: 27 Apr 2022 10:00
URI: http://eprints.ukmc.ac.id/id/eprint/7657

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