Kusumawardana, Rheeza Renardi (2020) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK di Mc DONALD’S MULYOSARI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The purpose of this study is to determine the characteristics of consumers, Analyze the influence of brand equity variables on purchasing decisions, Analyze the brand equity variables that have the most dominant influence on Mc Donald's product purchasing decisions. Mulyosari Surabaya. The analysis used is descriptive analysis. multiple linear regression analysis and t test analysis (partial test). The conclusions of this study are: Characteristics of consumers who buy products are mostly teenage women with age 21-25 years and income of Rp. 3,000,000 - Rp. 4,000,000, the results of the analysis of brand equity variables on purchasing decisions show a significant and positive influence on purchasing decisions except brand awareness, brand loyalty variables have a dominant influence on brand equity variables. That way Mc Donald's has loyal customers to its products, but that also must be maintained by Mc Donald's.. Keywords: Brand Equity, Brand Awareness and purchasing decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD9000 Agricultural Industries H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Fatchullah Fatchullah | ||||||||
| Date Deposited: | 29 Jun 2021 07:47 | ||||||||
| Last Modified: | 29 Jun 2021 07:47 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2207 |
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