HAKIM, HAZIZUL (2015) PENGARUH EKUITAS MEREK DAN CITRA MEREK TERHADAP PERILAKU PEMBELIAN KONSUMEN PASTA GIGI PEPSODENT DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Surabaya is a city which has a large population with a good economy in Indonesian. Many companies who compute to create a strong brand in this city, one such company is Pepsodent. This makes researchers interested in studying about the power of brands owned by Pepsodent in the minds of consumers in the city of Surabaya. This study focused on the influence of the dimensions of brand equity and brand image on consumer buying behavior Pepsodent tootpaste in Surabaya. The data obtained through methods studied distributing questionnaires to 100 customers Pepsodent toothpaste in the city of Surabaya, sampling techniques using non-probability sampling techniques. The analysis used multiple regression analysis, while the stages are validity, reliability test, t-test, coefissient determination partial and regression analysis The result in this study is a significat difference variables brand associations and brand loyalty in consumer buying behavior. While variable of brand awareness and brand image have a significant positive influence on consumer buying behavior. Only the Percieve Quality variables that do not have any influence on consumer buying behavior Pepsodent tootpaste in Surabaya. Brand image variable is a variable that has the most signifiant value better than any other independent variables. Key-Words: Brand Equity, Brand Awareness, Brand Association,Percieve Quality, Brand Loyalty, Brand Image, Consumer Buying Behavior.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 18 Apr 2017 06:55 |
| Last Modified: | 18 Apr 2017 06:55 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/816 |
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