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Pengaruh Kesadaran Merek, Citra Merek, Asosiasi Merek dan Loyalitas Merek Terhadap Ekuitas Merek Pada Produk Toyota Avanza di Surbaya

Mujahid, Ahmad Zainul (2017) Pengaruh Kesadaran Merek, Citra Merek, Asosiasi Merek dan Loyalitas Merek Terhadap Ekuitas Merek Pada Produk Toyota Avanza di Surbaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Cars are a means of transportation in Indonesia that is often used by the community, this resulted in the competition between products on the car brand is getting tighter so the company is required to compete in marketing its products in Indonesia. There are several factors that can influence consumers to be loyal to a product, such as brand awareness, brand image, brand association and brand loyalty. This study aims to find out how the factor of brand awareness, brand image, brand association and brand loyalty can affect brand equity on Toyota Avanza cars. The sample used in this study is a questionnaire with the number of respondents as much as 120 people owners and users of Toyota Avanza cars in Surabaya. The results of the questionnaire will be analyzed using SPSS version 20.0. The results of this study show that brand awareness, brand image, brand association, brand loyalty influencing brand equity for Toyota Avanza. Keywords: Brand Awareness, Brand Image, Brand Associations, Brand Loyalty

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 09 Jan 2020 03:02
Last Modified: 09 Jan 2020 03:02
URI: http://eprints.perbanas.ac.id/id/eprint/5890

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