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PENGARUH EKUITAS MERK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG ANDROID (STUDI KASUS PADA MAHASISWA STIESIA SURABAYA)

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The purpose of this research is to find out the influence of brand equity which consists of brand awareness, brand association, brand quality, and brand loyalty, simultaneously to the customers’ decision in purchasing Samsung Android hand phone at Indonesia School of Economics (STIESIA) Surabaya with the number of samples 100 people. Meanwhile, the analysis technique is using multiple regression analysis. The simultaneous test result shows that the influences of the variables of brand awareness, brand association, brand quality, and brand loyalty are simultaneously significant to the customers’ decision in purchasing Samsung Android. It supports with the correlation coefficient of 76.9 % which shows that the relations among the variables in the research to the customer decision in purchasing Samsung Android has a close relations. The partial test result shows that the variables of brand awareness, brand association, brand quality, and brand loyalty are significant, each of it shows the significant influence to the customer decision in purchasing Samsung Android. It also indicates with the significant level obtained of each variable is under a = 5%.

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Ketersediaan

1S142164

M-14/164 Ari p c.1

Perpustakaan Pusat - Lantai 2

Tersedia namun tidak untuk dipinjamkan - Tandon/Tidak dipinjamkan

Informasi Detil

Judul Seri

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No. Panggil

M-14/164 Ari p

Penerbit

New Delhi : ., 2014

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

M-14/164

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subyek

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Info Detil Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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