ANALISIS PENGARUH BRAND EQVITY TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK ACER (Stiadi Kasus Pada Dosen dan Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya)

AMANDA, GITA FURY and Natalisa, Diah and Rosa, Aslamia (2009) ANALISIS PENGARUH BRAND EQVITY TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK ACER (Stiadi Kasus Pada Dosen dan Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) mengetahui seberapa besar pengaruh brand equity Laptop Merek Acer terhadap keputusan pembelian dan 2) mengetahui faktor apa yang mempengaruhi brand equity Laptop Merek Acer terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa dari sampel sebanyak 100 responden yang membeli dan menggunakan laptop Acer maka dari lima variabel yang diujikan yaitu performance, social image, value, trusthworthness, dan attachment, hanya dua variabel yang mempunyai pengaruh terhadap keputusan pembelian yaitu value dan attachment. Untuk melakukan penelitian selanjutnya agar dapat lebih sempurna lagi, maka penulis menyarankan untuk membandingkan antara laptop merek lainnya misalnya Sony Vaio, IBM/Lenovo, Toshiba, Zyrex dan lain-lain sehingga akan diperoleh hasil yang dapat dibandingkan dengan hasil penelitian ini.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brandequity, laptop Acer, dan keputusan pembelian
Subjects: H Social Sciences > HB Economic Theory > HB135-147 Mathematical economics. Quantitative methods Including econometrics, input-output analysis, game theory
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mr. Muhammad Irwan
Date Deposited: 06 Apr 2021 07:37
Last Modified: 06 Apr 2021 07:37
URI: http://repository.unsri.ac.id/id/eprint/44976

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