Skripsi

ANALISIS PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK MOTOR YAMAHA DI THAMRIN BROTHERS PRABUMULIH.

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Penilaian

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This study aims to determine how the influence of the dimensions of brand aeareness, perceived quality, association brand and brand loyalty on consumer purchasing decisions on Yamaha motorcycle products at Thamrin Brothers Prabumulih. The sampling method used in this study is a non-probability sampling method with a total sample of 100 respondents from the Prabumulih city community. This research data collection technique using a research instrument in the form of a questionnaire. Primary data of this study were processed with SPSS version 25.0. The results obtained in this study indicate that the dimensions of brand awareness, perceived quality, association brand dan brand loyalty have a significant influence on on consumer purchasing decisions on Yamaha motorcyclle products at Thamrin Brothers Prabumulih. The dimensions of perceived quality and association brand partially do not have a significant effect on on consumer purchasing decisions on Yamaha motorcycle products at Thamrin Brothers Prabumulih. While the dimension of brand awareness and brand loyalty partially has a significant effect on on consumer purchasing decisions on Yamaha motorcycle products at Thamrin Brothers Prabumulih.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2207005148	T84495	T844952022	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T844952022

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Srwijaya., 2022

Collation

xvi, 84 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Manajemen, Manajemen Pemasaran

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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