PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN IKAN KALENG (CANNED FISH) DI SIDOARJO

RONY , WICAKSONO (2013) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN IKAN KALENG (CANNED FISH) DI SIDOARJO. Undergraduate thesis, UPN "Veteran" Jatim.

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Abstract

This thesis objectives are 1) Knowing the characteristics of consumers who buy canned fish in Sidoarjo, 2) Analyze the effects of variables that brand equity consists of brand awareness, brand associations, the impression of quality, brand loyalty and perceived value on purchase decision canned fish in Sidoarjo, 3) analyzing brand equity variables most dominant influence on purchasing decisions canned fish in Sidoarjo. Analysis used to answer the first objective is to use descriptive analysis. Meanwhile, to answer the second goal by using multiple linear regression analysis and to answer the third objective using t test analysis (partial testing). Based on the analysis and discussion of this study, it can be concluded as follows: 1) Characteristics of canned fish consumers at Giant Hypermart in Sidoarjo is mostly women, housewives, aged between 31-41 years old, high school or equivalent education and income levels above USD . 4,000,000, 2) There is a significant effect of the variable Brand Awareness, Brand Association, Quality Impressions, Loylitas Brands, and Value Perceptions purchasing decisions canned fish at Giant Hypermart in Sidoarjo, 3) From Variable Brand Awareness, Brand Association, impression quality, engagement brand value and perception of the most dominant influence on the purchase decision canned fish is variable Quality brand Awareness and impressions. Keywords: Effect of brand equity on purchasing decisions canned fish

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