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PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TELEPON GENGGAM MEREK SAMSUNG (Studi Kasus pada Beberapa Toko Penjual Telepon Genggam Merek Samsung di Kecamatan Banyuanyar Kabupaten Probolinggo)

Anwaruddin, Anwaruddin (2013) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TELEPON GENGGAM MEREK SAMSUNG (Studi Kasus pada Beberapa Toko Penjual Telepon Genggam Merek Samsung di Kecamatan Banyuanyar Kabupaten Probolinggo). Other thesis, University of Muhammadiyah Malang.

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Abstract

The purpose of this study are: To determine the effect of brand equity elements to the Samsung brand mobile phone purchasing decisions. The method in this study is a descriptive survey method by taking a sample of 100 people with accidental sampling method, which is one form of nonprobability sampling, methods of data collection using a questionnaire which is then measured with a Likert scale. In this study, the independent variables consist of brand awareness, brand association, perceived quality, brand loyalty. while the dependent variable consumer purchasing decisions. Testing instrument validity using reliabelitas and classical assumption test. The method of data analysis using multiple linear regression with F test and t test. The data that has subjected to validity, reliability, and classic assumption tests are processed that results in regression Y = 0,215X1 + -0,294X2 + 0,256X3 + 0,233X4. where Buying Decision is (Y), Brand Awareness is (X1), Perceived Quality is (X2), Brand Association is (X3) and Brand Loyalty is (X4). Testing the hypothesis using the F test showed that the four independent researched proven veriabel together (simultaneously) influence the buying decision dependent variable. Then through the t-test can be seen that all the independent variables except positive impression of the quality of the individual (partial). While the variables that have a dominant influence on purchase decisions in this study was the association brands.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 03 Feb 2016 05:25
Last Modified: 03 Feb 2016 05:25
URI : http://eprints.umm.ac.id/id/eprint/20234

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