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PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR TRAIL KAWASAKI KLX 150

Arinugroho, Charles Deby (2015) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR TRAIL KAWASAKI KLX 150. Other thesis, Universitiy of Muhammadiyah Malang.

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Abstract

The purpose of this study is 1) To know the brand equity that includes brand awareness, brand association, perceived quality and brand loyalty affect the decision in purchasing Kawasaki KLX 150 dirt bike 2) To determine the dominant brand equity variables affect the decision in purchasing a motorcycle trail Kawasaki KLX 150. This type of research used in this study is descriptive, using data analysis tools logistic regression analysis. The population used is the Kawasaki KLX 150 dirt bike user, by using accidental sampling technique, the number of sample as many as 100 respondents. Based on the results of research and discussion by using logistic regression analysis that has been done, it can be concluded that the brand equity that includes brand awareness, brand association, perceived quality and brand loyalty influence on purchasing decisions Kawasaki KLX 150 dirt bike. Brand awareness dominant influence on the decision to make a purchase Kawasaki KLX 150 dirt bike.

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: 22 Mar 2016 07:20
Last Modified: 22 Mar 2016 07:20
URI : http://eprints.umm.ac.id/id/eprint/21422

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