ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Konsumen Minuman Isotonik Fatigon Hydro di Purwokerto)

KURNIAWAN, Yusuf and J. SUGIARTO, J. Sugiarto (2010) ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Konsumen Minuman Isotonik Fatigon Hydro di Purwokerto). Undergraduate thesis, Universitas Diponegoro.

[img]
Preview
PDF - Published Version
2490Kb

Abstract

This research was based on the phenomenon of the emergence of new brands specifically for isotonic beverage product category. The study problem is "How to influence decision of purchasing the brand equity of an isotonic drink brand Fatigon Hydro?". This study specifically examines the elements of brand equity which consist of brand awareness, brand association, perceived quality, and brand loyalty. The purpose of this study is to analyze the influence of the four elements of brand equity on brand purchasing decisions of Fatigon Hydro isotonic drinks. After doing the literature review and setting up the hypotheses, the present writer collected data by giving questionnaires to 100 Fatigon Hydro isotonic drink customers in Banyumas Regency, especially in Purwokerto, with accidental sampling technique involved. Then the data obtained were analyzed using quantitative and qualitative data analysis methods. Hypothesis testing using the F test showed that the four independent variables under study were found to significantly affect the dependent variable Buying Decision. While hypothesis testing using t test showed that the variable Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty were feasible to test the dependent variable Buying Decision.

Item Type:Thesis (Undergraduate)
Uncontrolled Keywords:purchasing decisions, brand awareness, brand association, perceived quality, brand loyalty. keputusan pembelian, kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek.
Subjects:H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:Faculty of Economics and Business > Department of Management
ID Code:22809
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:07 Oct 2010 14:35
Last Modified:07 Oct 2010 14:35

Repository Staff Only: item control page