ANALISIS PENGARUH CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH HIJAU DALAM KEMASAN SIAP MINUM “NU GREEN TEA” (Studi Pada Konsumen Nu Green Tea di Kota Semarang)

SATRIAWAN, Septianto and DARMASTUTI , Ismi (2013) ANALISIS PENGARUH CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH HIJAU DALAM KEMASAN SIAP MINUM “NU GREEN TEA” (Studi Pada Konsumen Nu Green Tea di Kota Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

[img]
Preview
PDF - Published Version
1060Kb

Abstract

This study aimed to analyzehow much influence the brand image and brand awareness to purchase decision. The used if sampling method was Accidental Sampling Method and Purposive Sampling Method.The sample in this study were 100 of consumers Nu Green Tea costumer in Semarang. This study used multiple linear regression analysis. The results of this study indicated that brand image had the greatest impactin influencing purchasing decisions. Values Adjusted R Square of 0.243indicated that24.3percent ofthe purchase decision variables can be explained by the two independent variables in the regression equation. While the rest was explained by variables other than the two variables used in this study such as brand loyalty, brand association, brand loyalty, brand equity and perceived quality

Item Type:Thesis (Undergraduate)
Additional Information:Brand Image, Brand Awareness and Purchase Decision
Uncontrolled Keywords:Brand Image, Brand Awareness and Purchase Decision
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:38924
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:10 Apr 2013 10:00
Last Modified:10 Apr 2013 10:00

Repository Staff Only: item control page