PENGARUH DIMENSI EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE PADA MASYARAKAT AREA JAKARTA BARAT

ERYA, DYNY (2019) PENGARUH DIMENSI EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE PADA MASYARAKAT AREA JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to know the influence of dimensions of brand equity on purchasing decisions on iPhone in the Jakarta. The object of research is consumer of iPhone in Jakarta. The research was done to 110 respondents. The sampling technique used non-probability sampling with purposive sampling. The approach used in this research is Structural Equation Model (SEM) analysis tool Smart-PLS. The results of this research shows that dimensions of brand equity has a significant effect on purchasing decisions on iPhone in the Jakarta. The dimensions of brand equity which have the highest influence to consumers is perceived quality variable with the results of the T-statistic value of 4,654 and the original sample value of 0,441. Keywords: brand awareness, brand association, perceived quality, brand loyalty, purchase decision. Penelitian ini bertujuan untuk mengetahui pengaruh dimensi ekuitas merek terhadap keputusan pembelian produk iPhone pada masyarakat area Jakarta. Objek penelitian adalah konsumen iPhone di Jakarta. Penelitian ini dilakukan pada 110 responden. Teknik pengambilan sampel menggunakan non-probability sampling dengan purposive sampling. Metode yang digunakan dalam penelitian ini adalah analisis Structural Equation Model (SEM) Smart-PLS. Hasil penelitian ini menunjukkan bahwa dimensi ekuitas merek berpengaruh signifikan terhadap keputusan pembelian iPhone di Jakarta. Dimensi ekuitas merek yang memiliki pengaruh tertinggi terhadap konsumen adalah variabel persepsi kualitas dengan hasil nilai T-statistik sebesar 4,654 dan nilai sampel asli sebesar 0,441. Kata Kunci: kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek, dan keputusan pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 174
Call Number: SE/31/19/154
NIM: 43114120127
Uncontrolled Keywords: kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek, dan keputusan pembelian.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 382 International Commerce, Foreign Trade/Perdagangan Internasional > 382.4 International Commerce by Product and Service/Perdagangan Internasional oleh Produk dan Layanan
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 10 Oct 2019 03:18
Last Modified: 10 Oct 2019 07:35
URI: http://repository.mercubuana.ac.id/id/eprint/51252

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