PENGARUH PERSEPSI HARGA DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA CHICKEN SOGIL CABANG BATUCEPER
| Main Author: | UBAIDILLAH, MUHAMMAD RA’UF |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | ind |
| Terbitan: |
, 2015
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/13507/1/PENGARUH%20PERSEPSI%20HARGA%20DAN%20EKUITAS%20MEREK......PDF https://eprints.untirta.ac.id/13507/ https://feb.untirta.ac.id/ |
Daftar Isi:
- Muhammad Ra’uf Ubaidillah / 5551102899 / Faculty of Economy, Management Department / The Influence of Price Perception and Brand Equity on Chicken Sogil Purchasing Decision in Batuceper Branch / Under The Guidance of Mr. Asep Supriadi SE.,MM.,M.Si and Mrs. Vera Maria SE.,MM. The purpose of this research is to know the influence of price perception and Brand Equity on purchasing decision. In this research, price perception (X ) as variable independent, brand equity (X ) as variable independent, and purchasing decision (Y) as variable dependent. The data of 3 variables are researched by using SPSS version 20. The sample used in this research is 95 samples. The validity and reliability are obtained from questioner. The researcher uses t Test to examine the hypothesis. The result of this research shows that X vi 2 1 variable and X are influenced partially on Y. It can be seen through the t calculation, as we can see the t calculation in first hypothesis is 4.962 > t table 1.985802 and t calculation in second hypothesis is 5.250 > t table 1.985802. This matter shows that Price Perception (X 1 ) and Brand Equity (X ) influence on Purchasing Decision (Y). Key Word: Price Perception, Brand Equity, Purchasing Decision