ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PELANGGAN DALAM MENGGUNAKAN KARTU AS DARI TELKOMSEL DI FAKULTAS EKONOMI UNSRI INDRALAYA.

ANSOR, KHALID and Nazaruddin, Nazaruddin and Sofyan, Rusmiyati (2010) ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PELANGGAN DALAM MENGGUNAKAN KARTU AS DARI TELKOMSEL DI FAKULTAS EKONOMI UNSRI INDRALAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) mengetahui seberapa besar pengaruh brand equity Kartu AS terhadap keputusan pembelian dan 2) mengetahui faktor apa yang mempengaruhi brand equity Kartu AS terhadap keputusan pembelian. Hasil penelitian menunjukkan bahwa dari sampel sebanyak 100 responden yang membeli dan menggunakan Kartu AS maka dari empat variabel yang diujikan yaitu brand awareness, brand association, perceived quality, dan brand loyalty, hanya satu variabel yang tidak mempunyai pengaruh terhadap keputusan pembelian yaitu perceived quality.Untuk melakukan penelitian selanjutnya agar dapat lebih sempurna lagi, maka penulis menyarankan untuk membandingkan antara kartu seluler merek lainnya misalnya Esia, Smart, Ceria, Axis dan lain-lain sehingga akan diperoleh hasil yang dapat dibandingkan dengan hasil penelitian ini. Kata Kunci: Brand equity, Kartu AS, dan keputusan pembelian

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand equity, Kartu AS, dan keputusan pembelian
Subjects: H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mrs. Elly Suryani
Date Deposited: 16 Apr 2021 07:08
Last Modified: 16 Apr 2021 07:08
URI: http://repository.unsri.ac.id/id/eprint/45372

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