Pengaruh brand awareness, perceived quality, brand loyalty, brand association terhadap Mitsubishi Outlander masyarakat Surabaya

Sianto, Maria Magdalena Aprilita (2019) Pengaruh brand awareness, perceived quality, brand loyalty, brand association terhadap Mitsubishi Outlander masyarakat Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Brand equity dapat mempengaruhi rasa percaya diri konsumen dalam mengambil sebuah keputusan untuk membeli ataupun memilih suatu produk atau jasa merek tertentu. Brand equity ini sendiri dapat berkembang dengan didukung oleh konsumen brand loyalty yang kuat serta perceived quality yang tinggi, brand awareness dan brand association yang baik juga. Penelitian ini bertujuan untuk meneliti pengaruh hubungan brand awareness, perceived quality, brand loyalty, brand association terhadap purchasing decision. Sampel yan digunakan sebanyak 152 orang konsumen mitsubishi outlander di Surabaya. Data dikumpulkan dengan menggunakan kuisioner. Teknik analisis data yang digunakan yaitu Structural Equation Model (SEM). Hasil penelitian ini menunjukan bahwa perceived quality, brand loyalty, brand association berpengaruh signifikan terhadap purchasing decision. Selain itu juga, brand equity juga berpengaruh signifikan terhadap purchasing decision. Namun, brand awareness berpengaruh tidak signifikan terhadap purchasing decision. Hal ini membuktikan bahwa konsumen mitsubishi outlander di Surabaya tidak begitu memperhatikan merek suatu produk ataupun jasa.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Brand awareness, perceived quality, brand loyalty, brand association, brand equity, purchasing decision
Subjects: Business
Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 6447 not found.
Date Deposited: 31 Jan 2019 05:24
Last Modified: 06 Feb 2019 02:41
URI: http://repository.ukwms.ac.id/id/eprint/17769

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