Analisis Pengaruh Brand Awareness, Brand Knowledge Dan Brand Strength Terhadap Keputusan Pembelian Laptop Asus (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta)

Ridwanto, Dwi and , Muzakar Isa, S.E, M.Si (2016) Analisis Pengaruh Brand Awareness, Brand Knowledge Dan Brand Strength Terhadap Keputusan Pembelian Laptop Asus (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Purchasing decisions can be influenced by many factors, including brand awareness, brand knowledge, and barnd sterngth. The object of this research is the students of faculty of Economics and Business, University of Muhammadiyah Surakarta recorded still active and using a laptop ASUS. The purpose of this study was to determine the influence of brand awareness, brand knowledge, and barnd sterngth on purchasing decisions laptop ASUS. Methods of data collection using interviews. Data were analyzed using multiple linear regression. Variable brand awareness and brand knowledge influence on purchase decisions Asus laptop. While brand strength variable does not affect the purchase decision Asus laptop. The independent variables consisting of brand awareness, brand knowledge and brand strength together (simultaneously) significantly influence the purchase decision variable Asus laptop. 52.5% variable Asus laptop purchase decision can be explained by the variable of brand awareness, brand knowledge, and brand strength.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Barand Awareness, Brand Knowledge, Brand Strength, Brand Knowledge, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DWI RIDWANTO
Date Deposited:	03 Feb 2017 02:21
Last Modified:	03 Feb 2017 02:21
URI:	http://eprints.ums.ac.id/id/eprint/48786

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