ANALISIS PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MOTOR YAMAHA DI THAMRIN BROTHERS PRABUMULIH

SANJAYA, RAMA and Nofiawaty, Nofiawaty and Nailis, Welly (2022) ANALISIS PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MOTOR YAMAHA DI THAMRIN BROTHERS PRABUMULIH. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine how the influence of the dimensions of brand aeareness, perceived quality, association brand and brand loyalty on consumer purchasing decisions on Yamaha motorcycle products at Thamrin Brothers Prabumulih. The sampling method used in this study is a non-probability sampling method with a total sample of 100 respondents from the Prabumulih city community. This research data collection technique using a research instrument in the form of a questionnaire. Primary data of this study were processed with SPSS version 25.0. The results obtained in this study indicate that the dimensions of brand awareness, perceived quality, association brand dan brand loyalty have a significant influence on on consumer purchasing decisions on Yamaha motorcyclle products at Thamrin Brothers Prabumulih. The dimensions of perceived quality and association brand partially do not have a significant effect on on consumer purchasing decisions on Yamaha motorcycle products at Thamrin Brothers Prabumulih. While the dimension of brand awareness and brand loyalty partially has a significant effect on on consumer purchasing decisions on Yamaha motorcycle products at Thamrin Brothers Prabumulih.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Equity, Purchasing Decisions
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods. H Social Sciences > HF Commerce > HF5428-5429.6 Retail trade
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rama Sanjaya
Date Deposited:	26 Dec 2022 06:56
Last Modified:	26 Dec 2022 06:56
URI:	http://repository.unsri.ac.id/id/eprint/84495

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