PENGARUH EKUITAS MEREK TERHADAP HARGA PREMIUM DAN NIAT BELI PRODUK SEPEDA POLYGON DI SURABAYA

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 > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
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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