Anto, Hendrik Fitri and , Drs. M. Nasir, MM (2016) Pengaruh Dimensi Ekuitas Merek Terhadap Keputusan Pembelian Telephon Seluler Merek Samsung (Survey Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research purpose was to analyzing the influence of brand awareness to purchasing decision brand Samsung phone seluler. The analyzing of perceived quality influence to purchasing decision brand Samsung phone seluler. The analyzing of brand asosiation influence to purchasing decision brand Samsung phone seluler. The analyzing of brand loyalty to purchasing decision brand Samsung phone seluler. The analyzing of brand equity consisted of brand awareness, perceived quality, brand asosiation and brand loyalty simultaneously to purchasing decision brand Samsung phone seluler. The population of this research was economy and business faculty of Muhammadiyah Surakarta University student’s what has done the purchasing decision and using brand Samsung phone seluler that was counted 100 respondents. Based on the research result was known that brand awareness has significant influenceto purchasing decision. The perceivedquality variablehas significant influenceto purchasing decision. The brand asosiation variable has significant influenceto purchasing decision and brand loyalty has significant influenceto purchasing decision. While result analyse F test known thatFcount> Ftable (26,854>2,76), so Ho refused, it was meaning that by together brand awareness, perceivedquality, brand asosiation and brand loyalty signficant influence to purchasing decision. So research model was used is goodness of fit. Determination coefficeint test (R2) research result obtained adjusted R square (R2) equal to 0,511, this meaning that change variation of purchasing decision variable could be explained by brand awareness, perceived quality, brand asosiation and brand loyalty equal to 51,1%. While the rest of equal to 49,9% explained by other variable outside model.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | brand awareness, perceived quality, brand asosiation, brand loyalty equal,purchasing decision |
| Subjects: | Q Science > Q Science (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | HENDRIK FITRI ANTO |
| Date Deposited: | 13 Aug 2016 04:10 |
| Last Modified: | 30 Dec 2016 11:37 |
| URI: | http://eprints.ums.ac.id/id/eprint/45662 |
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