PENGARUH EKUITAS MEREK, GAYA HIDUP, DAN PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE HUAWEI DI SURABAYA

AMELIA, RISA (2016) PENGARUH EKUITAS MEREK, GAYA HIDUP, DAN PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE HUAWEI DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Smartphone has important role in many aspects of human life, and comes with a wide range of modern features and specifications. So smartphone become one of the things that are in demand or crazy by many people. Purchase decision is a decision-making process stage where consumers will actually buy. The factor may influence purchase decision Huawei smartphone used in this research that brand equity, lifestyle, and consumer perceptions. The purpose of research is to knowing the level of significan of the effect brand equity, lifestyle and consumer perception partially or simultaneously on purchase decision Huawei smartphone in Surabaya. Keywords: Brand Equity, Lifestyle, Consumer Perception, Purchase Decision

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 04 Sep 2017 08:57
Last Modified: 13 Feb 2018 03:43
URI: http://eprints.perbanas.ac.id/id/eprint/2143

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