PUTRA, ADHIE FIRDIANSYAH (2014) PENGARUH KESADARAN MEREK, ASOSIASI MEREK, LOYALITAS MEREK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA MEREK NIKE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
This research aims to analyze the effect of brand awareness, brand association, brand loyalty, and brand image of purchasing decisions, as well as to identify the variables that have the most dominant influence on purchase decisions brands Nike sports shoes. Method of collecting data using questionnaires. The population in this research are the consumers of Nike sports shoes. The sample in this research of 100 respondents. Testing instruments include tests of validity and realiability. Instrument analysis used multiple regression analysis. Based on the results of the research it can be concluded that brand awareness, brand associations, brand loyalty, and brand image of the purchasing decision. Partially, only the brand image impact purchase decisions brands Nike sports shoes. The most dominant variable influenching purchase decisions is variable brand image Keyword : brand awareness, brand association, brand loyalty, brand image, purchasing decisions
| 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: | 17 Jul 2017 04:51 |
| Last Modified: | 17 Jul 2017 04:51 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/2012 |
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