Pengaruh Kesadaran Merek, Kualitas Produk dan Ekuitas Merek terhadap Niat Beli (Studi Starbucks Coffee Surabaya)
Daftar Isi:
- This study aims to empirically examine the effect of brand awareness, product quality and brand equity on purchase intention (Study Starbucks Coffee Surabaya). The analysis used the independent variable is brand awareness, while the dependent variable is product quality and brand equity on purchase intention. The sample in this study were customers of Starbucks Coffee Surabaya. This study uses a non-probability sampling technique. Data collection was carried out by questionnaires which were distributed directly to 100 respondents. To test the hypothesis of this study using SPSS. The results showed that product quality had a positive and significant effect on brand awareness and brand equity on customer purchase intentions. Keyword : Brand Awareness, Product Quality, Brand Equity