PENGARUH DIMENSI-DIMENSI EKUITAS MEREK TERHADAP RASA PERCAYA DIRI PELANGGAN DALAM KEPUTUSAN PEMBELIAN
| Main Authors: | ARIYANTO, FREDY, UNTARINI, NINDRIA |
|---|---|
| Format: | eJournal |
| Bahasa: | ind |
| Terbitan: |
Jurnal Ilmu Manajemen (JIM)
, 2013
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| Online Access: |
http://ejournal.unesa.ac.id/index.php/jim/article/view/2976 |
Daftar Isi:
- This study aims to analyze and discuss the influence of brand awareness, brand association, impression quality, and brand loyalty to the selfconfidenceintheirbuyingdecisionon theKawasakiNinja250R.Thisstudyistheresearchconclusivecausalapproach.ItspopulationisamemberoftheKawasakiNinja250Rcommunityatleast18 yearsand wasinvolvedinthepurchasedecisionprocessofKawasakiNinja250RinSurabaya.Samplestakenasmanyas110peoplewithpurposivesamplingtechnique.Theresultsshowedthatthecoefficientofdetermination(R2)of0.618influencebrandawareness,brandassociation,theimpressionofquality,brandloyaltytowardsconfidenceinthepurchasedecisionisasmuch68.1%,whiletheremaining31.9%isinfluencedbyothervariablesoutsideresearch.Variablesbrandawareness,brandassociation,theimpressionofquality,brandloyaltyandsimultaneouspartialeffectonconfidenceinthepurchasedecisionwasthedominantinfluenceonbrandloyaltyvariable.Keywords:brand awareness, brand association, perceived quality, brand loyalty, confidence on buying decision