ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK PASTA GIGI PEPSODENT DI SURABAYA UTARA

Authors

  • Dijah Julindrastuti Fakultas Ekonomi Universitas Wijaya Kusuma Surabaya

DOI:

https://doi.org/10.30742/equilibrium.v7i2.294

Keywords:

ekuitas merek, brand loyality, quality perceived, brand ativareness, brand associations

Abstract

Penelitian ini bertujuan untuk membuktikan apakah Ekuitas Merek yang terdiri dari Loyalitas Merek (Brand Loyality), Persepsi kualitas (quality perceived), kesadaran merek (Brand awareness), Asosiasi Merek (Brand Associations) secara simultan mempunyai pengaruh yang signiftkan terhadap keputusan pembelian produk pasta gigi Pepsodent di Surabaya Utara dan Sampel penelitian ini menggunakan metode purposive sampling. Pengujian hipotesis pertama diketahui bahwa Loyalitas Merek (Brand Loyality), Persepsi kualitas (perceived quality), kesadaran merek (Brand awareness) Asosiasi Merek (Brawl Associations) secara simultan mempunyai pengaruh yang signifikan terhadap keputusan pembelian produk pasta gigi Pepsodent di Surabaya Utara, sedangkan pengujian hipotesis kedua menghasilkan nilai koefisien deteminasi parsial dan variabel loyalitas merek terhadap keputusan pembelian oleh konsumen

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Issue

Vol. 7 No. 2 (2009): October

Section

Articles

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