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PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE SEDAAP (Studi Pada Masyarakat Desa Kedungjati Kecamatan Balerejo Kabupaten Madiun)

Putra, Bahrudin Pemenang Eka (2019) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MIE SEDAAP (Studi Pada Masyarakat Desa Kedungjati Kecamatan Balerejo Kabupaten Madiun). Undergraduate (S1) thesis, University Of Muhammadiyah Malang.

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Abstract

The research objective was to examine the effect of brand awareness, brand association, perceived quality and brand loyalty simultaneously on purchasing decisions, examine the effect of brand awareness on purchasing decisions, examine the effect of brand associations on purchasing decisions, test the effect of perceived quality on purchasing decisions, examine the effect of brand loyalty on purchasing decisions, examine the dominant influence between brand awareness, brand association, perceived quality and brand loyalty towards purchasing decisions. Methods of collecting data using a questionnaire. The total sample of 95 people was taken based on purposive sampling. Data analysis uses a range of scales and multiple linear regression. The results showed that brand awareness, brand association, perceived quality and brand loyalty simultaneously on purchasing decisions, brand awareness significantly influence purchasing decisions, brand associations significantly influence purchasing decisions, perceived quality has a significant effect on purchasing decisions, brand loyalty has a significant effect on decisions purchase, variable brand awareness has a dominant influence on purchasing decisions.

Item Type: Thesis (Undergraduate (S1))
Student ID: 20121060311249
Thesis Advisors: Marsudi (0706026201), Widayat (0702046801)
Keywords: brand awareness, brand association, perceived quality, brand loyalty, purchasing decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: 201210160311249
Date Deposited: 21 Aug 2019 07:47
Last Modified: 21 Aug 2019 07:47
URI : http://eprints.umm.ac.id/id/eprint/50356

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