Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian (Survei Pada Pembeli Oppo Smartphone Di Counter Handphone Matos)

Cindy Mei Alfionita • Suharyono Suharyono • Edy Yulianto

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(Bahasa Indonesia, 8 pages)

Abstract

The purpose of this study was to determine the influence between variables Brand Equity to Purchase Decision Structure and determine the dominant influence of variables. The sample of 100 people. The samples in this study using purposive sampling. To analyze the data used multiple linear regression test and partial linear regression test. The results in this study showed that together variable brand awareness, brand association, the impression of quality and brand loyalty significant influence on the structure of purchase decision. Partially, variable brand awareness, brand association, and brand loyalty showed a significant influence on the structure of purchase decision, meanwhile, the variable quality impression shows the influence of variables that are not significant. The variable dominant influence on consumer purchasing decisions of variable quality impression.

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Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more