Article2015

Pengaruh Ekuitas Merek terhadap Keputusan Pembelian Iphone di Denpasar

I Gede Teguh Esa Widhiarta · Made Wardana

14 citations0/0 files storedE-Jurnal Manajemen Universitas Udayana

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Consumer Behavior and Marketing Influence Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

The purpose of this study was to determine the effect of brand awareness, perceived quality, brand associations, and brand loyalty to the purchasing decision iphone in Denpasar. This study used a qualitative research using surveys and questionnaires to 120 respondents. The data analysis technique used in this study is multiple regression. It was found that brand awareness has positive influence on purchasing decisions. Perceived quality positive influence on purchasing decisions. Positive effect on the brand association purchase decision. Finally, the positive effect of brand loyalty on purchase decisions.

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2007Customer based brand equity: evidence from the hotel industry 2001Strategi menaklukkan pasar: melalui riset ekuitas dan perilaku merek 2008Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs 2011CUSTOMER-BASED BRAND EQUITY: A LITERATURE REVIEW 2009Manajemen Pemasaran Jilid 2 2011Impact of Brand Equity on Customer Purchase Decisions: An Empirical Investigation with Special Reference to Hatchback Car Owners in Central Haryana 2007PENGARUH ELEMEN EKUITAS MEREK TERHADAP RASA PERCAYA DIRI PELANGGAN DI SURABAYA ATAS KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA 2010Pengaruh Ekuitas Merek Terhadap Proses Keputusan Pembelian Konsumen : Studi Kasus Bank Muamalat Indonesia Cabang Bandung

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2017PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN DI GERAI STARBUCKS COFFEE (Studi Pada Konsumen Domestik Starbucks Coffee di Wilayah Bali)

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