Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Konsumen Mi Instan Indomie di Kota Palembang

Wiguna, Vincensya Chalvine Gracia Putri (2023) Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Konsumen Mi Instan Indomie di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the influence of brand equity on the purchasing decisions of Indomie instant noodle consumers in Palembang. Brand equity variables in this study were measured using indicators: brand awareness, brand association, quality perception and brand loyalty. The type of research used is quantitative with sampling techniques using the purpossive sampling method with data collection techniques using questionnaires. The samples used was 100 people. The results of this study show that the variables of brand awareness, brand association, quality perception and brand loyalty affect the purchasing decisions of Indomie instant noodle consumers in Palembang. The variables of quality perception and brand loyalty have a significant influence on the decision of Indomie instant noodle consumers in Palelmbang, while the variables of brand awareness and brand association have not significantly affected the decision of Indomie instant noodle consumers in Palelmbang. Keywords: Brand Equity, Brand Awareness, Brand Association, Quality Perception, Brand Loyalty, Purchasing Decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Equity, Brand Awareness, Brand Association, Quality Perception, Brand Loyalty, Purchasing Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Theses - S1 > Management Study Program
Depositing User:	Vincensya Chalvine Gracia Putri Wiguna
Date Deposited:	05 Sep 2023 07:30
Last Modified:	24 Jan 2024 04:52
URI:	http://eprints.ukmc.ac.id/id/eprint/10727

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