Pengaruh ekuitas merek, kualitas produk dan keakraban merek terhadap niat pembelian Semen gresik di sidoarjo

Hidayatullah, Exist (2018) Pengaruh ekuitas merek, kualitas produk dan keakraban merek terhadap niat pembelian Semen gresik di sidoarjo. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

The purpose of this research is to analyze the influence of brand equity, product quality, and brand familiarity on purchase intention of semen Gresik in Sidoarj. According to the population charateristics, sample used in this reseacrch is amount 74 person for each reseacrch object. This research used quantitative approach by use primary data obtained by spreading questionare to research respondent. While data analysis in this research done by multiple linier regresision analysis method by IBM SPSS Statistics 25 computer program. From the reseacrh hypotesis testing know that brand equity partially has a significant effect on purchase intention, while product quality has an effect on purchase intention, while brand familiarity has a significant effect on purchase intention. Simultaneously, brand equity, product quality, and brand familiarity had significant effect on purchase intention. Keywords: brand equity, product quality, brand familiarity and purchase intention

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: 15 Jan 2019 04:58
Last Modified: 15 Jan 2019 04:58
URI: http://eprints.perbanas.ac.id/id/eprint/3894

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