Image of PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR YAMAHA DI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya)

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PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SEPEDA MOTOR YAMAHA DI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sriwijaya Inderalaya)

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This research is conductes to determine the influence of brand equity, which consists of four variables (Brand Awareness, Brand Association, Perceive Quality, and Brand Loyality) toward the customer decision in buying Yamaha motorcycle. The purpose of this research is t o The purpose of this study t o determine whether the brand equity that consists of Brand Awareness, Brand Association, Perceive Ouality and Brand Loyalty ajfect the buying decision of Yamaha motorcycles in the Economic Faculty of Sriwijaya University Inderalaya. The t test in this research shows the Brand Awareness, Brand Association, Perceive Quality and Brand Loyality influence the customer decision in buying Yamaha motorcycle, this fact can be seen in the following equation Y= -1,878 + 0,036X1 + 0,243 X2 + 0,865 X3 + 0,021 X4. The most influential brand equity is the Percieve Quality, which constitutes 0,865. Then brand equity has regression codficient value of 0,972, which means 97,2% of variations of the brand equity is able to explain the factors involve in costomer decision making process. Meanwhile, 2,8% of those can be explain by other variables which are not discussed in this rearch, for example price, promotion, etc.

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Inventory Code Barcode Call Number Location Status
1307001344T60183T601832013Central Library (REFERENCES)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T601832013
Publisher
Inderalaya : Jurusan Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xii, 73 hlm.; tab.; 28 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.020 7
Content Type
Text
Media Type
unmediated
Carrier Type
unspecified
Edition
-
Subject(s)
Manajemen perusahaan
Jurusan Manajemen
Specific Detail Info
-
Statement of Responsibility
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No other version available

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