ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP MINUMAN ISOTONIK FATIGON HYDRO DI JAKARTA SELATAN (studi kasus mahasiswa UPN Veteran Jakarta)

Dimas Endro Pradityo, . (2012) ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP MINUMAN ISOTONIK FATIGON HYDRO DI JAKARTA SELATAN (studi kasus mahasiswa UPN Veteran Jakarta). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

his research is motivated by competition is getting tighter drink products. Number of isotonic brands that appear offering various options for consumers.Brand is necessary for every company to remove the product that they will be easily recognized by consumers. This study aimed to test the effect (influence) of brand equity elements which consist of brand awareness, perceived quality, brand associations and brand loyalty of consumers' purchase decision on product isotonic fatigon hydro. Data were collected through questionnaire method against 100 people in the area of consumer fatigon hydro student Upn Veteran Jakarta obtained by using accidental sampling technique. The analysis is carried out multiple regression analysis, while the testing stages is a test of validity, reliability test, the classic assumption test, multiple regression analysis, hypothesis testing via F test and t test, and coefficient of determination. Y = 0.495 X1 + 0.616 X2 + 0.478 X3 + 0.841 X4. Where the consumer buying decision variable (Y), brand awareness (X1), perceived quality (X2), brand association (X3), and brand loyalty (X4). Hypothesis testing using t test showed that the three variables of perceived quality, brand associations and brand loyalty has a significant positive effect to consumer purchasing decision. Meanwhile F test Where brand awareness, perceived quality, brand association, brand loyalty together has a significant positive effect to variable consumer buying decision (y). Based on the results obtained R Square 0,735 or 73,5 %. number his figure gives the sense that the buying decision is influenced by changes in Brand Awareness, Brand Association, Perceptions of Quality and Loyalty amaount 73,5% remaining 26,8% influenced by other factors outside of this discussion.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 205111029] [Penguji II (Pembimbing) : Diana Triwardhani] [Penguji I : Yuliniar] [Ketua Penguji : Nobelson]
Uncontrolled Keywords: Consumer Purchasing Decision, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Muamar Khadafi
Date Deposited: 25 Oct 2024 02:36
Last Modified: 25 Oct 2024 02:36
URI: http://repository.upnvj.ac.id/id/eprint/33921

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