PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KARTU SIMPATI TELKOMSEL (Studi Pada Mahasiswa Jurusan Ilmu Komunikasi Angkatan 2017 Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Sriwijaya Indralaya)

YULIANA, FITRI and Mahriani, Retna and Wulantari, Raden Ayu (2018) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KARTU SIMPATI TELKOMSEL (Studi Pada Mahasiswa Jurusan Ilmu Komunikasi Angkatan 2017 Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Sriwijaya Indralaya). Undergraduate thesis, Sriwijaya University.

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Abstract

This research entitled "The Influence of Brand Equity on SimP A TI Telkomsel Card Buying Decision" (Study on Communication Science Student Lecturer 2017 Faculty of Social and Political Sciences Sriwijaya lndralaya University). The purpose of this study to determine whether there is influence and how big the influence of brand equity on purchasing decisions SIMP A TI Telkomsel card among students of Science Communication students class of 2017 Sriwijaya lndaralaya Universituy. The theory used in this study is the theory according to David A.Aker (1991: 57) about brand equity and theory according to Kotler and Armstrong (2012: 176) regarding purchasing decisions. The research method in this research is quantitative method. Data analysis techniques used in this study are quantitative descriptive techniques and explanative techniques. The results of this study indicate that brand equity has a significant influence on purchasing decisions SIMPATI Telkomsel card because in this study based on the value oft is known that the value of t_hitung 3.709> t_tabel 1.998 so it can be concluded that the brand equity variables affect the purchase decision variables. This Ha is accepted and HO is rejected. So it can be concluded that the variable X there is a significant influence on the variable Y. From the results of testing the hypothesis proved that "There is a Significant Influence Between Brand Equity Against Purchase Decision that is a student majoring in Communication Science force of 2017 Sriwijaya University lndralaya". In this study also obtained the value R Square of 0.179. So it can be interpreted that brand equity has a contribution influence of I 7. 9% to the purchase decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand equity, purchasing decjsion, consumer behavior
Subjects:	Q Science > QA Mathematics > QA75-76.95 Calculating machines > QA76.9.E94 Computer system performance. Computer Communication Networks. Computer science. Logic design. Operating systems (Computers).
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Mrs Sri Astuti
Date Deposited:	14 Oct 2019 07:05
Last Modified:	14 Oct 2019 07:05
URI:	http://repository.unsri.ac.id/id/eprint/11583

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