PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN TIKET DI APLIKASI TRAVELOKA.COM DI UNIVERSITAS SRIWIJAYA KAMPUS INDERALAYA

WIDIANTO, TEGAR GILANG and Eka, Dian and Nofiawaty, Nofiawaty (2019) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN TIKET DI APLIKASI TRAVELOKA.COM DI UNIVERSITAS SRIWIJAYA KAMPUS INDERALAYA. Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011181520027.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_61201_01011181520027_0006016102_0008116904_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (153kB) | Request a copy
	Text RAMA_61201_01011181520027_0006016102_0008116904_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (172kB) | Request a copy
	Text RAMA_61201_01011181520027_0006016102_0008116904_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (159kB) | Request a copy
	Text RAMA_61201_01011181520027_0006016102_0008116904_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (70kB) | Request a copy
	Text RAMA_61201_01011181520027_0006016102_0008116904_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (81kB) | Request a copy
	Text RAMA_61201_01011181520027_0006016102_0008116904_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (139kB) | Request a copy
	Text RAMA_61201_01011181520027_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (12MB) | Request a copy
Preview	Text RAMA_61201_01011181520027_0006016102_0008116904_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB) | Preview

Abstract

This study aim is to analyze the effect of brand equity consisting of brand awareness (X1), brand association (X2), perceived quality (X3) and brand loyalty (X4) to consumer purchases decision on Sriwijaya University at Indralaya campus. The population in this study are the members of Indralaya campus including students, lectures, and employees and the samples are 97’s respondents. The data collection instrument used in this study was a questionnaire by distributing to research objects. The data analysis technique used was quantitative analysis which included F test, t test and multiple linier regression analysis. The results showed that simultaneous brand equity had a positive and significant effect on consumer purchases decision. The research results partially variable brand awareness (X1) and brand loyalty (X4) have a positive and significant effect on consumer purchases decision. Brand equity variable that has a dominant influence on consumer purchases decision is brand loyalty (X4). Key words: Brand equity, brand awareness, brand association, perceived quality, brand loyalty, consumer purchases decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Ekuitas Merek, Keputusan Pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Users 5025 not found.
Date Deposited:	05 Apr 2021 07:30
Last Modified:	05 Apr 2021 07:30
URI:	http://repository.unsri.ac.id/id/eprint/44839

Actions (login required)

View Item