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.

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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

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