Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Susu Uht Frisian Flag Di Kota Palembang

., Yondy (2015) Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Susu Uht Frisian Flag Di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study was conducted to determine the influence of brand equity on purchase decisions Frisian Flag UHT milk in the city of Palembang. This type of research is done by using the study to the field. The sampling technique used is convenience sampling. The sample of 100 people, where respondents were visitors traditional markets, shops, mini markets and supermarkets in the city of Palembang. Data was collected by distributing questionnaires and methods of data analysis done by multiple linear regression using SPSS software. The results obtained in this study showed that the variables of brand equity such as brand awareness, brand loyalty, and perceived quality positive influence on purchase decisions Frisian Flag UHT milk in Palembang, while variables such as brand equity brand association is not enough evidence to give effect to the decision UHT milk purchases Frisian Flag in Palembang.

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