CD Tesis

Pengaruh Ekuitas Merek Iphone Terhadap Keputusan Pembelian Konsumen Di Kota Pekanbaru

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Competition in the Smartphone industry today is very rapid, this is marked by the number of producers who offer a variety of products to consumers So the company must have various strategies to survive in the competition. To face the competition, the company must be able to understand about the factors that influence the decision to purchase IPhone. Among those to be studied are brand equity consisting of brand awareness, quality perception, brand association, and brand preference.
The purpose of this research is to analyze the influence of brand awareness, quality perception, brand association, and brand preference to brand equity and decision to buy iPhone in Koa Pekanbaru. This study was conducted In Pekanbaru City with the sample used is as many as 260 respondents who use the iPhone. Techniques Data collection used is a questionnaire with Likert scale. SEM analysis becomes hypothesis test tool using smartPls 3.00 and SPSS 21.00 for windows program.
Results of the research, it can be concluded: 1) brand awareness, quality perception, brand association, and brand preference affect brand equity; 2) brand awareness, quality perception, brand association, and brand preference have an effect on purchasing decision; 3) brand equity affect the buying decision. Therefore, to create a buying decision, the company can improve brand awareness, quality perception, brand association, and brand preference to iPhone.

Keywords: brand awareness, quality perception, brand association, and brand preference, brand equity Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 218 (0112)

Penerbit

Pekanbaru : Universitas Riau – Pasca Sarjana – Tesis Manajemen., 2018

Deskripsi Fisik

xv, 156 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 218 (0112)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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