PENGARUH DIMENSI EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MEREK UNITED BIKE DI SURABAYA

ANDRIAN, MICHEL (2015) PENGARUH DIMENSI EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MEREK UNITED BIKE 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 Indonesia. Many companies who compute to create a strong. Brand in this city, one such company is United bike. This makes researchers interested in studying about the power of brand owned by United bike in the minds of consumers in the city of Surabaya. This study focused on the influence of the dimensions of brand equity on consumer buying behavior United bike in Surabaya. The data obtained through methods studied distributing questionnaires to 82 customer United bike in the city of Surabaya, sampling techniques using non-probability sampling and purposive sampling techniques. The analysis used multiple regression analysis, while the stages are validity, reliability test, t-test, coefficient determination partial and regression analysis. The result in this study is variable Perceived quality, Brand awareness, Brand Association influential not significantly to decision variables purchase. While the variable Brand Loyalty is significant effect on the variable product purchasing decisions united bike. Key-word : Brand Equty, Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty, purchase decision.

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: 25 Apr 2017 05:14
Last Modified: 25 Apr 2017 05:14
URI: http://eprints.perbanas.ac.id/id/eprint/941

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