ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PELUMAS KENDARAAN RODA DUA TOP-1 DI KOTA PALEMBANG

RAIS, FARABY and Daud, Islahuddin and Nailis, Welly (2011) ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PELUMAS KENDARAAN RODA DUA TOP-1 DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The objective of this research is to know how much the influence of brand Equity from TOP-1 Lubricant oil for motorcycle on consumer buying decision in Palembang city. This research shows that from the 100 samples of respondences who purchase and use TOP-1 lubricant oil in Palembang city, from the tested variables; brand awareness, brand association, perceived quality, and brand loyalty there are two variable which doesn’t influence to the Consumers buying decision that is brand awareness and brand association. And there are two variable that influence the consumers buying decision that is perceived quality and brand loyalty. The company must maintain their Brand Equity from TOP-1 Lubricant oil for motorcycle, because from this research is known that Brand Equity has a strong influence to consumer buying decision. One thing that PT. Topindo Atlas Asia can do is maintaining the quality of the product to keep their Perceived Quality and Brand Loyalty.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Equity and Consumer Buying Decision.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Mr. Muhammad Irwan
Date Deposited: 27 Dec 2021 02:45
Last Modified: 27 Dec 2021 02:45
URI: http://repository.unsri.ac.id/id/eprint/59734

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