ANALISIS PENGARUH ELEMEN-ELEMEN BRAND EQUITY (EKUITAS MEREK) TERHADAP KEPUTUSAN PEMBELIAN ULANG SURAT KABAR HARIAN SUARA MERDEKA DI SEMARANG
| Main Authors: | Nila Ardhianie, 12.05.51.0173, Maskur, Ali |
|---|---|
| Format: | Article eJournal |
| Bahasa: | eng |
| Terbitan: |
Students' Journal of Economic and Management
, 2014
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| Online Access: |
http://www.unisbank.ac.id/ojs/index.php/fe7/article/view/2645 |
Daftar Isi:
- Recently, the competition of the daily newspaper industry in Semarang is increasing. Old survived brands compete with new brands fought for the newspapers market in the city of Semarang . As the oldest newspaper and a market leader in Central Java, particularly in Semarang, Suara Merdeka needs to prepare a marketing strategy to survive and even better to win the competition . Data were collected through questionnaire method, with respondents of retail repeat buyer of Suara Merdeka daily newspaper in Semarang. The sampling technique used is accidental sampling technique . Data analysis used including: validity and reliability, normality test, the classic assumption test, fit model test, multiple regression analysis and hypothesis testing t test. Dependent variable is repeat purchase decision (Y) and independent varibale are brand awareness (x1 ), perceived quality (x2), brand association (x3) and brand loyalty (x4). Hypothesis testing using t-test showed that the two independent variables studied were variable brand association, and brand loyalty proved of having positive and significant effect on the dependent variable purchase decision . While the two independent variables of brand awareness and image quality but not significant positive effect on the dependent variable purchase decision. Keywords : Repeat purchase decision, brand awareness, perceived quality , brand association, brand loyalty.