Suherman, David (1052108) (2016) Pengaruh Ekuitas Merek terhadap Minat Beli Produk Adventure Eiger di Kota Bandung. Undergraduate thesis, Universitas Kristen Maranatha.
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Abstract
Perilaku konsumen terutama minat beli adalah aspek penting yang menarik untuk diteliti. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Ekuitas Merek Terhadap Minat Beli Produk Adventure di Kota Bandung. Sampel pada penelitian ini adalah konsumen produk adventure Eiger di Universitas Kristen Maranatha di Bandung. Model penelitian diuji menggunakan 220 responden. Dalam penelitian ini dapat disimpulkan pengaruh ekuitas merek (Brand Awareness, Brand Association, Perceived Quality, dan Brand Loyalty) terhadap minat beli sebesar 31,2%, dan sisanya sebesar 69,8% dipengaruhi oleh faktor lain.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Ekuitas merek, dan minat beli |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Economics > 52 Management Department |
| Depositing User: | Perpustakaan Maranatha |
| Date Deposited: | 15 Feb 2016 08:50 |
| Last Modified: | 15 Feb 2016 08:50 |
| URI: | http://repository.maranatha.edu/id/eprint/18727 |
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