Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas Dan Loyalitas Merek Terhadap Minat Pembelian Pada Smartphone Redmi (Studi Kasus Konsumen Smartphone Redmi di Kota Solo)

Gusti Ramadhan, Alifian and -, Lukman Hakim, S.E., M.Si. (2020) Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas Dan Loyalitas Merek Terhadap Minat Pembelian Pada Smartphone Redmi (Studi Kasus Konsumen Smartphone Redmi di Kota Solo). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to examine the effect of Brand Awareness, Brand Association, Perception of Quality and Brand Loyalty on Redmi Smartphone Purchase Interests. This research method uses a quantitative approach that uses numerical data. The population of this research is all consumers. The sample used in this study were 100 consumers with a purposive sampling method. Data analysis techniques using are (1) instrument test (validity and reliability test), (2) Classical Assumption Test (normality, multicollinearity, heteroscedasticity) and (3) Hypothesis Test (multiple linear regression analysis, t test, F test and R2) . The results showed that Brand Awareness, Brand Association, Perception of Quality and Brand Loyalty significantly influence the Purchase Interest of Redmi Smartphones

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Awareness, Brand Association, Quality Perception, Brand Loyalty to Purchasing Interests
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ALIFIAN GUSTI RAMADHAN
Date Deposited:	07 Dec 2020 04:04
Last Modified:	07 Dec 2020 04:04
URI:	http://eprints.ums.ac.id/id/eprint/87921

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