Analisis Pengaruh Brand Equity Terhadap Keputusan Pembelian Konsumen Pada Produk Gula Tropicana Slim Di Palembang
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Institusion

Universitas Katolik Musi Charitas

Author

Setiawan, Hendra Agus

Subject

H Social Sciences (General) 

Datestamp

2020-01-06 09:16:42 

Abstract :
This research aims to test the influence of brand equity towards decision purchase consumers on product Tropicana Slim in Palembang. Variable brand equity is divided into four, namely brand awareness, brand loyalty, brand association, and perceive quality. Analysis techniques were used, namely the validity of the test, test, test the reliability of classical assumptions (test test, multicollinearity, normality and test heterokedastisitas), multiple linear regression test, t-test and F-test statistics, test results showed variable. brand awareness, brand loyalty, and brand association does not affect consumer purchasing decisions at Tropicana products Slim in Palembang. Variable perceive quality shows that there is an impact on consumer purchasing decisions at Tropicana products Slim in Palembang. 

File :
EM-2015-112438-cover.pdf
EM-2015-112438-abstract.pdf
EM-2015-112438-complete.pdf
EM-2015-112202-summary_id.pdf
EM-2015-112438-tableofcontent.pdf
EM-2015-112438-chapter1.pdf
EM-2015-112438-chapter2.pdf
EM-2015-112438-chapter3.pdf
EM-2015-112438-chapter4.pdf
EM-2015-112438-conclusion.pdf
EM-2015-112438-reference.pdf
EM-2015-112438-attachment.pdf