CD Tesis

Pengaruh Brand Equity Terhadap Keputusan Pembelian New Kawasaki Ninja 250 fi Di Kota Pekanbaru

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The research was conducted at the Kawasaki Greentech Horizon Motorindo dealer in Pekanbaru City, Riau Province. The aim is to see the direct effect of Brand Equity on purchasing decisions of the new Kawasaki ninja 250fi and Brand Preparedness as an intervening variable. This study took a sample of 100 people. The variables used are brand equity, brand preference, and purchase decisions.
The method used in this research uses descriptive and associative methods with quantitative research approaches. Data were analyzed using structural equation modeling (SEM).
The results show that there is an effect of Brand Equity on the purchase decision of the New Kawasaki Ninja 250FI and there is an influence of Brand Equity on the purchase decision of the New Kawasaki Ninja 250fi with brand preference as an intervening variable. The better the brand equity the new Kawasaki Ninja 250fi has, the more buying decisions it will make.
Keywords : Brand Equity, Brand Preperence, kawasaki ninja 250fi, purchase decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 220 (0146)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2020

Deskripsi Fisik

xiv, 98 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 220 (0146)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

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