PENGARUH BRAND EQUITY TERHADAP PROSES KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG

Harjito , Edi Susanto and Minto , Waluyo and Budi , Santoso (2016) PENGARUH BRAND EQUITY TERHADAP PROSES KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG. Tekmapro : Journal of Industrial Engineering and Management, 11 (1). 69 p.-80 p.. ISSN 1907-5146

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    Abstract

    he purpose of this research is to know the influence of the brand equity towards buying decision process with Brand Equity variabels that consists of brand awareness, brand association, the perception of quality, and brand loyalty and buying decision process consists of an introduction, information retrieval, evaluation of alternatives, purchasing decisions, and conduct post purchase. This research was conducted in the World Trade Center (WTC) in Surabaya. The data used in this research is the result of the dissemination of the questionnaire amounted to 100 respondents which corresponds to the maximum likelihood estimation techniques where data for a minimum of 100. Methods used namely Structural Equation Modelling (SEM). This research resulted in a good model by doing the modification with good and the results of brand awareness is significant effect against the introduction of Requirements, Association Brand has no effect against the introduction of Needs, Quality Perception influential significantly to the introduction needs, brand loyalty has no effect against the introduction of the needs, the introduction of needs influential significantly to information retrieval, information search influential significantly to Alternative Evaluation, Alternative Evaluation significant effect against the decision of the purchase, Purchase decisions do not affect the behavior of the Post purchase.

    Item Type: Article
    Subjects: T Technology > T Technology (General) > T55.4 Industrial engineering. Management engineering > T58.7 - 58.8 Production Capacity, Manufacturing Capacity
    Divisions: UPN Jatim Journal > Tekmapro : Journal of Industrial Engineering and Management
    Depositing User: Users 8 not found.
    Date Deposited: 15 Jul 2016 14:03
    Last Modified: 15 Jul 2016 14:04
    URI: http://eprints.upnjatim.ac.id/id/eprint/7106

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