ALVINDO, ANGGA VIESTO (2015) PENGARUH EKUITAS MEREK TERHADAP HARGA PREMIUM DAN NIAT BELI PRODUK SEPEDA POLYGON DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The purpose of this study is to propose and test the influence of brand equity on price premium and purchase intention in Polygon bikes at Surabaya. The model and hypotheses are tested with a sample of 120 customers. Data were analysed through confirmatory factor analysis and structural equation modelling. The results finds that brand association, brand loyalty, perceived quality and overall brand equity have a significant influence to purchase intention and price premium and between brand awareness has not a significant influence to purchase intention. The paper suggests that marketers should carefully consider the brand equity components when designing their brand strategies and adapt their branding approaches to fit each marketing environment. Keywords : Brand equity, Purchase intention, Price premium, Structural equation modelling, SEM
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 16 Feb 2017 07:34 |
| Last Modified: | 16 Feb 2017 07:34 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/543 |
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