ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK LAPTOP ACER

Fadlan Auliya, . (2021) ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK LAPTOP ACER. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research belongs to the type of quantitative research with the aim of analyzing and proving the influence of the variables of brand awareness, brand association, perceived quality and brand loyalty partially and together on purchasing decisions for Acer laptop products. The population of this study are buyers or users of Acer laptop products in the DKI Jakarta province. With a sample of 100 respondents, using the Non-Probability Sampling method with the type of Purposive Sampling. Data was collected by distributing questionnaires. This study uses data analysis techniques with the Partial Least Square (PLS) method. The results showed that the brand awareness variable had a positive and significant effect on purchasing decisions, while other variables, namely brand associations, perceived quality, and brand loyalty had no effect on purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1710111022] [Pembimbing: Anastasia Bernadin Dwi M] [Penguji 1: Rosali Sembiring Colia] [Penguji 2: Miguna Astuti]
Uncontrolled Keywords: Purchase Decision, Brand Awareness, Brand Association, Percieved Quality, Brand Loyalty
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Fadlan Auliya
Date Deposited: 23 May 2022 12:09
Last Modified: 23 May 2022 12:09
URI: http://repository.upnvj.ac.id/id/eprint/12599

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