PENGARUH KESADARAN MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE BLACKBERRY (Studi pada Mahasiswa IKIP PGRI Semarang)
| Main Authors: | MIFTAKH, Isro' Jimmi, RAHARDJA, Edy |
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| Format: | Thesis NonPeerReviewed application/pdf |
| Terbitan: |
, 2013
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| Subjects: | |
| Online Access: |
http://eprints.undip.ac.id/40452/1/MIFTAKH.pdf http://eprints.undip.ac.id/40452/ |
Daftar Isi:
- Blackberry used to be icon for common smartphone in Indonesia between 2009 – 2012 due to its popular messenger named Blackberry Messenger (BBM). This research aim to find influence of brand equity which is brand awareness, brand loyalty and perceived quality toward customer purchase decision. Data was collected from 100 respondents consist of IKIP PGRI Semarang’s students who using Blackberry. The data dan questioner was being examined by regression analysis method. The findings indicated statistically positive significant between variables. The results show that each of brand awareness, brand loyalty and perceived quality has significant relationship to purchase decision