ANALISIS EKUITAS MEREK PERGURUAN TINGGI: PENELITIAN EMPIRIS PADA UNIVERSITAS MUHAMMADIYAH SURAKARTA, JAWA TENGAH, INDONESIA

-, DITO ILHAM AKBAR and -, Dra. Wuryaningsih, DL, M.M. (2018) ANALISIS EKUITAS MEREK PERGURUAN TINGGI: PENELITIAN EMPIRIS PADA UNIVERSITAS MUHAMMADIYAH SURAKARTA, JAWA TENGAH, INDONESIA. Skripsi thesis, UNIVERSITAS MUHAMMADIYAH SURAKARTA.

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Abstract

The purpose of this research is to analyze the influence of variable of brand equity element (brand awareness, brand association, quality perception, and brand loyalty) to brand equity of Muhammadiyah University of Surakarta. The population in this study is all students of Muhammadiyah University of Surakarta while the sample used in this study amounted to 100 students. Based on the results of research, brand awareness, brand association, perceived quality, and brand loyalty have partially significant influence on brand equity. Brand awareness variables, brand associations, perceived quality, and brand loyalty have a significant effect on brand equity. In multiple regression analysis, it is concluded that brand equity variables can be explained by brand awareness variables, brand associations, perceived quality, and brand loyalty.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty.
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DITO ILHAM AKBAR
Date Deposited:	30 May 2018 08:33
Last Modified:	30 May 2018 08:33
URI:	http://eprints.ums.ac.id/id/eprint/62730

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