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UEU » Master Theses » Magister Manajemen
Posted by yayatsupriatna000@gmail.com at 06/07/2020 11:34:29  •  60 Views


PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION DAN BRAND PREFERENCE PADA MOBIL SEGMEN HATCHBACK DI INDONESIA

Created by :
Deni Saputro ( 201401033 )



SubjectEKUITAS MEREK
Alt. Subject BRAND EQUITY
KeywordBrand Equity
Purchase Intention
Brand Preference

Description:

Penelitian yang dilakukan bertujuan untuk menguji hubungan Brand Equity dan Purchase Intention dan Brand Preference Pada Segmen Mobil Hatchback di Indonesia. Penelitian ini menggunakan metode SEM (Structural Equation Modeling) yakni LISREL, teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Sampel dalam penelitian ini sebanyak 150 responden. Hasil pengujian menunjukan bahwa brand equity berpengaruh langsung terhadap purchase intention, sedangkan brand preference tidak memiki pengaruh langsung terhadap purchase Intention, selanjutnya brand equity memiliki pengaruh langsung terhadap brand preference. Sehingga dapat diambil kesimpulan bahwa brand Preference tidak memediasi hubungan antara brand equity dan purchase intention. Brand equity tidak bepengaruh secara langsung terhadap purchase intention melalui brand preference dan brand equity berpengaruh langsung terhadap purchase intention. Penelitian ini membawa implikasi yang relevan bagi para produsen mobil khususnya segmen hatchback, yang harus mampu meningkatkan rasa percaya untuk mengambil keputusan pembelian yang berarti pilihan merek yang disukai konsumen akan kuat saat adanya ekuitas merek yang kuat, maka niat pembelian juga akan dilakukan oleh konsumen

Contributor:
  1. Dr. Endang Ruswanti, SE, MM
Date Create:06/07/2020
Type:Text
Format:PDF
Language:Indonesian
Identifier:UEU-Master-201401033
Collection ID:201401033


Source :
Master Theses of Management

Relation Collection:
Fakultas Ekonomi dan Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2020 Perpustakaan Universitas Esa Unggul


Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-brand-equity-terhadap-purchase-intention-dan-brand-preference-pada-mobil-segmen-hatchback-di-indonesia-15446.html




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  1.  UEU-Master-15446-Cover.Image.Marked.pdf - 131 KB
  2.  UEU-Master-15446-Lembar Pengesahan.Image.Marked.pdf - 146 KB
  3.  UEU-Master-15446-Abstrak.Image.Marked.pdf - 139 KB

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  1. UEU-Master-15446-BabII.Image.Marked.pdf - 198 KB
  2. UEU-Master-15446-BabIII.Image.Marked.pdf - 172 KB
  3. UEU-Master-15446-BabIV.Image.Marked.pdf - 237 KB
  4. UEU-Master-15446-BABV.Image.Marked.pdf - 333 KB
  5. UEU-Master-15446-BABVI.Image.Marked.pdf - 149 KB

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Brand , Brand Equity , Brand Preference , Equity , Intention , Preference , Purchase , Purchase Intention



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