PENGARUH EKUITAS MEREK DAN VARIASI PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA PRODUK INDOMIE DI PALEMBANG

Putra, Nicky Mandala (2016) PENGARUH EKUITAS MEREK DAN VARIASI PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA PRODUK INDOMIE DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT

The purpose of this study to examine the effect of brand equity and product variety
on purchasing decision process. The data were obtained by distributing
questionnaire for 120 respondents. The population of this study were making
purchase Indomie in Palembang. Sampel determines by using purposive sampling.
Testing the Hypothesis using multiple regression analysis method with help SPSS
Ver 17.00. The result showed that first hypothesis (H1) which states that brand
equity effect on purchasing decision , accepted. The second hypotesis (H2) which
states that product variety effect on purchasing decision, accepted
Keyword: brand equity, product variety, purchasing decision

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keyword: brand equity; product variety; purchasing decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 20 May 2022 03:25
Last Modified: 20 May 2022 03:25
URI: https://eprints.ukmc.ac.id/id/eprint/7846

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