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PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRIBUTION OUTLET (DISTRO) INSPIRED DI MALANG

Suryanto, Suryanto (2015) PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA DISTRIBUTION OUTLET (DISTRO) INSPIRED DI MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

This study was conducted to examine the influence of brand equity elements which consist of brand awareness, perceived quality, brand association, and brand loyalty on consumentsÂ’ purchasing decision in Distro Inspired. This study was conducted on survey study method. The population were consuments of Inspired brand aged from to above 15 years old with 200 persons as respondent. The instrument used in this study was multiple regression analysis. From the result of T-test, the researcher found that there were significant influence of brand awareness, perceived quality, and brand loyalty on consumentsÂ’ purchasing decision except brand association.

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: 10 Mar 2016 04:11
Last Modified: 10 Mar 2016 04:11
URI : http://eprints.umm.ac.id/id/eprint/20492

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