PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK KOSMETIK MADAME GIE (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA)

ANANDA, SEPTIA TRI and Maulana, Ahmad and Putri, Yulia Hamdaini (2023) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK KOSMETIK MADAME GIE (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of Brand Equity on consumer purchasing decisions on Madame Gie's cosmetic products. The research method used is a quantitative method. The data used in this study are primary data and secondary data. The sampling technique used purposive sampling method. The samples studied in this study were 100 respondents who were active students of the Faculty of Economics, Sriwijaya University. Based on the statistical t-test conducted, it can be concluded that the variable perceived quality and brand loyalty partially have a significant effect on purchasing decisions for Madame Gie cosmetics, while brand awareness and brand associations partially have no significant effect on purchasing decisions for Madame Gie cosmetics. Based on the simultaneous f test conducted, it can be concluded that brand equity as measured through brand awareness, perceived quality, brand association, and brand loyalty have a significant effect on purchasing decisions for Madame Gie cosmetics. The most dominant variable affecting the purchasing decision of Madame Gie's cosmetics is brand loyalty.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	ekuitas merek, kesadaran merek, persepsi kualitas, asosiasi merek, loyalitas merek, keputusan pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property H Social Sciences > HB Economic Theory > HB801-843 Consumption. Demand H Social Sciences > HC Economic History and Conditions > HC10-1085 Economic history and conditions H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5387-5387.5 Business ethics H Social Sciences > HF Commerce > HF5419-5422 Wholesale trade H Social Sciences > HF Commerce > HF5428-5429.6 Retail trade H Social Sciences > HF Commerce > HF5429.7-5430.6 Shopping centers. Shopping malls H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5446-5459 Canvassing. Peddling H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Septia Tri Ananda
Date Deposited:	23 Jun 2023 02:50
Last Modified:	23 Jun 2023 02:50
URI:	http://repository.unsri.ac.id/id/eprint/113094

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