Rusiadi, Dodo Fitrian (2017) Pengaruh Asosiasi Merek, Loyalitas Merek, Kesadaran Merek, Dan Citra Merek Terhadap Ekuitas Merek Pada Otak-Otak Bandeng Pak Elan Dan Otak-Otak Bandeng Bu Muzanah Di Gresik. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this research is to know the influence of brand association, brand loyalty, brand awareness, and brand image to brand equity on otak-otak bandeng Pak Elan and otak-otak bandeng Bu Muzanah in Gresik. To conduct this research, data collected through questionnaires were 224 respondents there are 112 questionnaires for respondents Pak Elan and 112 questionnaires for Bu Muzanah through descriptive research design techniques. Then the data were analyzed and the hypothesis was tested by using multiple linear regression technique and independent difference test. The results show that brand associations, brand loyalty, brand awareness, and brand image affect brand equity on otak-otak bandeng Pak Elan and otak-otak bandeng Bu Muzanah in Gresik. Different independent test results T test indicate that there is no difference between brand equity. Keywords : Brand Association, Brand Loyalty, Brand Awareness, Brand Image, Bran Equity.
| 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: | Magang Magang |
| Date Deposited: | 18 Dec 2019 03:38 |
| Last Modified: | 18 Dec 2019 03:38 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5683 |
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