PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (Studi pada mahasiswa Pendidikan Ekonomi Fakultas Ekonomi Universitas Negeri Surabaya)
| Main Author: | DWI SISVIANGGA, ANDRIAN |
|---|---|
| Format: | eJournal |
| Bahasa: | ind |
| Terbitan: |
Jurnal Pendidikan Tata Niaga (JPTN)
, 2013
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| Online Access: |
http://ejournal.unesa.ac.id/index.php/jptn/article/view/4401 |
Daftar Isi:
- The data that has subjected to validity, reliability, and classic assumption tests are processed that results in regression equation as follows : Y = 0.282 X1 + 0.369 X2 + 0.241 X3 + 0.249 X4 where buying decision is (Y), Brand Awareness is (X1), Perceived Quality is (X2), Brand Association is (X3) and Brand Loyalty is (X4). Hypotheses test using t test shows that the fourth independent variables used in this study significantly influences dependent variable, which is Buying Decision. F test reveal that all independent Keywords:Consumer’s Buying Decision, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty