PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI DAN MENGGUNAKAN LAPTOP TOSHIBA (Studi Kasus Pada Mahasiswa UPN “Veteran” Jawa Timur)

AYU , ANJAR WATI (2013) PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI DAN MENGGUNAKAN LAPTOP TOSHIBA (Studi Kasus Pada Mahasiswa UPN “Veteran” Jawa Timur). Undergraduate thesis, Faculty of Social Sciences and Political Science.

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Abstract

In this era of globalization, the development of technology has developed very rapidly and most people felt. it directly or indirectly has brought people into the life of a technology is no exception modern.perkembangan is an information technology (TI), one of the advances in information technology is the existence of which is often called a laptop. Brand equity will be able to establish a loyal customer if the company is able to increase and maintain consumer confidence in the product brand Toshiba laptop. brand equity is not formed in a short time but through the process and based on the results of a consistent experience from buyers all the time. Purpose of this study was to determine the effect of variable simultaneously and partial of the Brand Awareness (X1), Perceived Quality (X2), Brand Association (X3) and Brand Loyalty (X4) on the purchase decision variable (Y) Sampling technique using snowbale sampling was chosen as the elements of a population sample of determining samplenya small amount initially and then enlarged. who can provide information based on consideration of the respondents tersebut.jumlah samples taken 97 students upn who buy and use a laptop toshiba. Techniques of data analysis was done by using linear analysis Y = 1.000 + 0,318 X1 + 0,226 X2 + 0,077 X3 + 0,152 X4. while based on the analysis of the partial test t know variable Brand Awareness (X1) (thitung 4,673 > ttabel), variable Perceived Quality (X2) (thitung 3,971 > ttabel 1,986), variable Brand Association (X3) (thitung 2,019 > ttabel 1,986) variable Brand Loyalty (X4) (thitung 2,978 > ttabel 1,986). Partially variable Brand Awarenes (X1),Perceived Quality (X2),Brand Association (X3) and Brand Loyalty (X4) having an effect on purchase decisions (Y) Keyword : Brand Awareness,Perceived Quality,Brand Association, Brand Loyalty and buying decision

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