Setiawan, Saka Asta and , Prof. Dr. H.M. Wahyuddin, M.S (2021) Pengaruh Ekuitas Merek Terhadap Minat Beli Produk Elektronik Speaker Merek JBL (Studi Empiris pada Produk Elektronik Speaker Portable JBL Bluetooth di Kota Sragen). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effect of brand equity on buying interest in JBL brand electronic speaker products. In this study, brand awareness, perceived quality, brand association, and brand loyalty are independent variables and the dependent variable is purchase intention. This type of research is quantitative research, with the population of young age group in Sragen aged 15-25 years reaching 148,833 people and a random sample of 100 young age groups is taken. The sampling technique used was purposive sampling. In this study using multiple linear regression analysis and data collection through the distribution of questionnaires conducted online. Based on data with the help of SPSS version 26 application, it was obtained through t-test results that the brand awareness variable had a positive and significant effect on buying interest in JBL brand electronic speaker products. The perceived quality variable has a positive and significant effect on buying interest in the JBL brand of electronic speaker products. The brand association variable has a positive and significant effect on buying interest in the JBL brand of electronic speaker products. Brand loyalty variable has a positive and significant effect on buying interest in JBL brand electronic speaker products. Simultaneously the four independent variables affect the dependent variable.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Focus on Brand Equity, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty, Purchase Intention. |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SAKA ASTA SETIAWAN |
| Date Deposited: | 20 Sep 2021 06:54 |
| Last Modified: | 20 Sep 2021 06:55 |
| URI: | http://eprints.ums.ac.id/id/eprint/94450 |
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