PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR YAMAHA DI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya)

DWI O.F., M. PANJI and Eka, Dian and Rosa, Aslamia (2013) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR YAMAHA DI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya). Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01071001071.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (51MB) | Request a copy
Preview	Text RAMA_61201_01071001071_0006016102_0029057208_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (12MB) | Preview
	Text RAMA_61201_01071001071_0006016102_0029057208_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (5MB) | Request a copy
	Text RAMA_61201_01071001071_0006016102_0029057208_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (4MB) | Request a copy
	Text RAMA_61201_01071001071_0006016102_0029057208_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (17MB) | Request a copy
	Text RAMA_61201_01071001071_0006016102_0029057208_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (284kB) | Request a copy
	Text RAMA_61201_01071001071_0006016102_0029057208_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (772kB) | Request a copy
	Text RAMA_61201_01071001071_0006016102_0029057208_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (11MB) | Request a copy

Abstract

This research is conductes to determine the influence of brand equity, which consists of four variables (Brand Awareness, Brand Association, Perceive Quality, and Brand Loyality) toward the customer decision in buying Yamaha motorcycle. The purpose of this research is t o The purpose of this study t o determine whether the brand equity that consists of Brand Awareness, Brand Association, Perceive Ouality and Brand Loyalty ajfect the buying decision of Yamaha motorcycles in the Economic Faculty of Sriwijaya University Inderalaya. The t test in this research shows the Brand Awareness, Brand Association, Perceive Quality and Brand Loyality influence the customer decision in buying Yamaha motorcycle, this fact can be seen in the following equation Y= -1,878 + 0,036X1 + 0,243 X2 + 0,865 X3 + 0,021 X4. The most influential brand equity is the Percieve Quality, which constitutes 0,865. Then brand equity has regression codficient value of 0,972, which means 97,2% of variations of the brand equity is able to explain the factors involve in costomer decision making process. Meanwhile, 2,8% of those can be explain by other variables which are not discussed in this rearch, for example price, promotion, etc.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Equity, Buying Decision
Subjects:	H Social Sciences > HF Commerce > HF5735-5746 Business records management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	17 Jan 2022 03:22
Last Modified:	17 Jan 2022 03:22
URI:	http://repository.unsri.ac.id/id/eprint/60183

Actions (login required)

View Item