PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (Studi pada Mahasiswa IKIP PGRI Semarang)

MIFTAKH, Isro' Jimmi and RAHARDJA, Edy (2013) PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (Studi pada Mahasiswa IKIP PGRI Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

Blackberry used to be icon for common smartphone in Indonesia between 2009 – 2012 due to its popular messenger named Blackberry Messenger (BBM). This research aim to find influence of brand equity which is brand awareness, brand loyalty and perceived quality toward customer purchase decision. Data was collected from 100 respondents consist of IKIP PGRI Semarang’s students who using Blackberry. The data dan questioner was being examined by regression analysis method. The findings indicated statistically positive significant between variables. The results show that each of brand awareness, brand loyalty and perceived quality has significant relationship to purchase decision

Item Type:Thesis (Undergraduate)
Additional Information:Brand Equity, Brand Loyalty, Brand Awareness, Perceived Quality
Uncontrolled Keywords:Brand Equity, Brand Loyalty, Brand Awareness, Perceived Quality
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:40452
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:19 Nov 2013 09:34
Last Modified:19 Nov 2013 09:34

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