Oktaviani, Bella nadya (2019) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM KEMASAN AQUA (Studi kasus Mahasiswa FISIP UPN Veteran Jawa Timur Tahun 2019). Other thesis, UPN "VETERAN" JATIM.
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Abstract
The growth of the bottled drinking water industry (AMDK) in Indonesia is now rapidly increasing as indicated by the increasing number of brands of bottled water that have sprung up. This condition certainly makes competition in the AMDK business stronger. But in the midst of intense competition, Aqua was able to maintain its position and existence as a market leader of bottled water in Indonesia. The purpose of this study was to determine the effect of brand equity on purchasing decisions on Aqua bottled water in FISIP UPN "Veteran" East Java students in 2019. The population in this research were active students of FISIP UPN "Veteran" East Java in 2019 with a total of 1,939 students. The research methode used is quantitative with sampling technique used purposive random sampling with the Slovin formula to obtain 100 respondents. Data collection techniques in this study used a questionnaire. Analysis of the data used is multiple linear regression analysis and quantitative descriptive analysis was obtained using SPSS 24.0 for windows. The results showed that 1) there was a simultaneous influence of brand awareness, brand association, perceived quality and brand loyalty on the decision to purchase Aqua bottled water. 2) there is a positive influence of variable brand awareness (X1) and brand association (X2) on purchasing decisions (Y) partially. 3) there is no partial effect of perceived quality on purchasing decisions (Y). 4) the negative influence of brand loyalty (X4) on purchasing decisions (Y) partially. Keywords: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, Purchase Decision
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 20 Nov 2020 06:57 | ||||||||
| Last Modified: | 20 Nov 2020 06:57 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/652 |
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