Analisis Pengaruh Elemen-Elemen Ekuitas Merek Terhadap Keputusan Pembelian Laptop Asus Di Surakarta (Studi Empiris Yang Dilakukan Pada Mahasiswa Universitas Muhammadiyah Surakarta Tahun 2017)

Khiswanto, Dhoni and , Drs. Sujadi, M.M. (2018) Analisis Pengaruh Elemen-Elemen Ekuitas Merek Terhadap Keputusan Pembelian Laptop Asus Di Surakarta (Studi Empiris Yang Dilakukan Pada Mahasiswa Universitas Muhammadiyah Surakarta Tahun 2017). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze and prove empirically. (1) the influence of Brand Awareness on Purchase Decision. (2) To analyze the effect of Perceived Quality on Purchase Decision.(3) To analyze the influence of the Brand Association on the Purchase Decision.(4) To analyze the effect of Brand Loyalty to Purchase Decision. (5) To analyze the Influence of Brand Awareness, Quality Impression, Brand Associations, and Brand Loyalty to Purchase Decision. Quantitative research type with survey approach. The population in this study is a student of Muhammadiyah University of Surakarta. Samples taken amounted to 120 people who had bought and used Asus Laptop, with purposive sampling method, the sampling is limited to the specific types of information that match the criteria of the researcher. Data analysis technique in this research use : (1) Test of instrument quality of data used validity test with Bivariate Pearson, (2) Test reliability with cronbach alpha, (3) Classic Assumption Test with Normality Test using Kolomogorof Smirnov method, Multicolinearity Test by looking at Tolerance and Variance Inflation Factor (VIF), Heteroskedasticity Test using Glejser test, (4) Hypothesis Test using Regression Coefficient Test and Test t, (5) The Model Feasibility Test uses F Test and Coefficient of Determination. The result of the research shows that Brand Awareness has a significant effect on Purchase Decision, Perceived Quality has influence to Purchase Decision, Brand Association, Brand Loyalty has an effect on Purchasing Decision and Brand Awareness, Impression Quality, Brand Associations, and Brand Loyalty have significant and simultaneous influence on Purchase Decision Keywords : Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Data, Informasi, Perpustakaan
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DHONI KHISWANTO
Date Deposited:	28 Mar 2018 06:22
Last Modified:	28 Mar 2018 06:22
URI:	http://eprints.ums.ac.id/id/eprint/60796

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