PENGARUH EKUITAS MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN MOTOR YAMAHA R15 DI PALEMBANG SKRIPSI

Gunawan, Wendy Try (2016) PENGARUH EKUITAS MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN MOTOR YAMAHA R15 DI PALEMBANG SKRIPSI. 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 consumer purchasing decisions motorcycle yamaha R15 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 purchased a motor yamaha R15 100 respondents and the sampling technique used was purposive sampling technique. Data analysis techniques used are validity and reliability, classic assumption test, multiple linear regression analysis and hypothesis testing (coefficient of determination R2, F test, t test). Results from the study showed independent variables (X) are able to explain 57.2% of purchase decisions yamaha motor R15 and the remaining 42.8% is explained by other variables not included in this study. Partial assay results showed a positive brand association and significant impact, while brand awareness, brand loyalty, but significant negative effect, whereas the perception of quality and no significant negative effect on consumer purchasing decisions Yamaha motorcycle R15. Keywords: Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Consumer Purchasing Decisions

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keywords: Brand Equity; Brand Awareness; Brand Association; Perceived Quality; Brand Loyalty; Consumer Purchasing Decisions
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 11 May 2022 11:41
Last Modified: 11 May 2022 11:41
URI: http://eprints.ukmc.ac.id/id/eprint/7766

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