Wardani, Endah Novita Kusuma (2017) Pengaruh Kesadaran Merek, Citra Merek, Loyalitas Merek dan Persepsi Kualitas Terhadap Keputusan Pembelian Smartphone Samsung. Masters thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this research is to analyze wheater Brand Awareness, Brand Image, Brand Loyalty and Perceived Quality simultaneously and partially have significant effect toward Purchasing Decision of Smartphone Samsung. This research was used by using questionnaires methods. Population of this study was people in Indonesia. Questionnaires were distributed to all regions in Indonesia through social media. Research involves to 250 of people in Indonesia. The sampling technique in this study was used Convenience Sampling. Technique of data analysis is using multiple linier regression analysis. The result of the research showed that Brand Awreness, Brand Image, Brand Loyalty and Perceived Quality simultaneously have significant effect toward Purchasing Decision of Smartphone Samsung. Brand Loyalty and Perceived Quality have positive significant effect towards Purchasing Decision. Brand Awareness and Brand Image partially have insignificance effect toward Purchasing Decision. Keywords : Brand Awreness, Brand Image, Brand Loyalty, Perceived Quality, Purchasing Decision
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 09 Feb 2021 01:58 |
| Last Modified: | 09 Feb 2021 01:58 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/6172 |
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