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PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI MELALUI EKUITAS MEREK SEBAGAI VARIABEL INTERVENING

Anggoro, Diyan Gebby (2018) PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI MELALUI EKUITAS MEREK SEBAGAI VARIABEL INTERVENING. Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The purpose of this study is to determine the influence of brand image and brand equity on purchasing decisions and determine the influence of brand image on purchasing decisions through brand equity as intervening variables. This type of research is quantitative. Samples in this study amounted to 100 consumers Smartohone Xiaomi in Malang. Technique of collecting data that is by way of kuesioner. The results of research and discussion that have been done then can be drawn conclusion brand image effect on brand equity brand Xiaomi smartphone, brand equity affect the purchase decision of Xiaomi brand smartphone., and Brand image effect on purchasing decision of Xiaomi brand smartphone with brand image effect on purchasing decision of Xiaomi brand smartphone in Malang mediated by variable of brand equity.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410160311222
Keywords: Brand Image, Brand Equity, and Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 19 Nov 2018 07:39
Last Modified: 19 Nov 2018 07:39
URI : http://eprints.umm.ac.id/id/eprint/40376

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