Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Handphone Xiaomi (Studi Kasus Pada Mahasiswa S1 Fakultas Komunikasi dan Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta)

Al Abror, Anton Setiaji and , Drs. Kusdiyanto, S.E., M.Si. (2018) Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Handphone Xiaomi (Studi Kasus Pada Mahasiswa S1 Fakultas Komunikasi dan Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to analyze and test the effect of brand equity on mobile purchasing decision Xiaomi. This type of research refers to a positive approach, the approach that initiates research with the hypothesis and then proceed with hypothesis testing. The population of this study is all students of Faculty of Economics and Business Faculty of Muhammadiyah University of Surakarta. The sample of this research consisted of 50 samples with non probability sampling. Analysis technique in this research is multiple linear regression and then classical assumption test consist of four test, that is normality test, multicolinearity test, autocorrelation test and heteroscedasticity test. The result of this research shows that brand association, brand perception, and brand loyalty partially have no significant effect on purchasing decision, while the brand awareness variables partially have significant effect on purchasing decision. Independent variables consisting of brand awareness, brand association, brand perception, and brand loyalty together have a significant effect on purchasing decisions. 45.3% of Xiaomi's mobile phone purchase decisions are influenced by brand awareness, brand association, brand perception, and brand loyalty. Keywords: Purchase Decision, Brand Equity

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Purchase Decision, Brand Equity
Subjects:	Q Science > Q Science (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANTON SETIAJI AL ABROR
Date Deposited:	08 Feb 2018 09:07
Last Modified:	08 Feb 2018 09:07
URI:	http://eprints.ums.ac.id/id/eprint/59773

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