Sekarlangit, Heydi (2012) Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Simcard Merek IM3 Studi Kasus Pada Mahasiswa STIE BANK Jateng Di Semarang Hingga Bulan Mei 2012. Other thesis, STIE Bank BPD Jateng.
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M.12.12. Heydi Sekarlangit M.06.0974.pdf Download (2MB) |
Abstract
Consumer purchase decision process of a product can be influenced by brand equity, which consists of brand awareness, brand association, the quality perception and brand loyalty. Consumers who have high brand equity for greater opportunities to make a purchasebjects in the study of cellular products such as Indosat IM3 card. The reason even though its products are new, have customers who increased daily and already often promotes its products through advertising in a variety of media, but is sales or its customers still under with another product. The purpose of this research is to find out whether consumers have a brand equity IM3 to IM3 card and whether this affects their card to make a purchase the mobile. The population in this research Bank BPD Jateng STIE students in Semarang who use card IM3. The sample in this study amounted to 97 students card users IM3. Sampling techniques in the study done by Accidental Sampling techniques. The technique analysis in this study was a simple regression analysis and multiple regression, hypothesis testing through t-test and F-test. The result analysis shows that : ( 1 ) consciousness brand influential significant of the decision purchase, ( 2 ) association brand influential significant of the decision purchase, ( 3 ) the quality of perception influential significant of the decision purchase, ( 4 ) brand loyalty influential significant of the decision purchase ( 5 ) consciousness brands, association brands, the quality of perception and brand loyalty influential significant of the decision purchase together.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Kesadaran Merek, Asosiasi Merek, Kualitas Persepsi, Loyalitas Merek dan Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Art |
| Depositing User: | Magang Magang Siswa |
| Date Deposited: | 20 Feb 2024 02:56 |
| Last Modified: | 20 Feb 2024 02:56 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1737 |
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