PENGARUH KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS, DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI ALFAMART WILAYAH JAKABARING KOTA MADYA PALEMBANG

Antonius, Yolanda Puteri (2019) PENGARUH KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS, DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI ALFAMART WILAYAH JAKABARING KOTA MADYA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The objectives of this research is to determine the influence of brand awareness, brand association, precieved quality, and brand loyalty to purchasing decision to buying in Alfamart. This study uses brand equity as the theory with brand awareness, brand association, precieved quality, and brand loyalty as the dimenssions. The population is all people in Palembang, then the sample is people who ever make purchasing in Alfamart. The sum of sample is 100 respondents. The data analysis is multiple regression analysi. The results showed that brand awareness, brand association, and brand loyalty have a effect to purchasing decision. But precieved quality does not affect to purchasing decision. Keywords: brand awareness, brand association, precieved quality, brand loyalty,purchasing decision

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