Skripsi

PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK KOSMETIK MADAME GIE (STUDI KASUS PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA).

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Penilaian

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This study aims to determine the effect of Brand Equity on consumer purchasing decisions on Madame Gie's cosmetic products. The research method used is a quantitative method. The data used in this study are primary data and secondary data. The sampling technique used purposive sampling method. The samples studied in this study were 100 respondents who were active students of the Faculty of Economics, Sriwijaya University. Based on the statistical t-test conducted, it can be concluded that the variable perceived quality and brand loyalty partially have a significant effect on purchasing decisions for Madame Gie cosmetics, while brand awareness and brand associations partially have no significant effect on purchasing decisions for Madame Gie cosmetics. Based on the simultaneous f test conducted, it can be concluded that brand equity as measured through brand awareness, perceived quality, brand association, and brand loyalty have a significant effect on purchasing decisions for Madame Gie cosmetics. The most dominant variable affecting the purchasing decision of Madame Gie's cosmetics is brand loyalty.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2307002380	T113094	T1130942023	Central Library (Referens)	Available

Detail Information

Series Title

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Call Number

T1130942023

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2023

Collation

xi, 79 hlm.; Ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.810 7

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Manajemen, Manajemen Pemasaran

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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