Pengaruh Ekuitas Merek terhadap Minat Beli pada Produk Toyota Avanza

Nata, Fendy (0752384) (2012) Pengaruh Ekuitas Merek terhadap Minat Beli pada Produk Toyota Avanza. Undergraduate thesis, Universitas Kristen Maranatha.

[img]
Preview
 Text
0752384_Abstract_TOC.pdf - Accepted Version
Download (86Kb) | Preview
[img] Text
0752384_Appendices.pdf - Accepted Version
Restricted to Repository staff only
Download (79Kb)
[img]
Preview
 Text
0752384_Chapter1.pdf - Accepted Version
Download (189Kb) | Preview
[img] Text
0752384_Chapter2.pdf - Accepted Version
Restricted to Repository staff only
Download (283Kb)
[img] Text
0752384_Chapter3.pdf - Accepted Version
Restricted to Repository staff only
Download (310Kb)
[img] Text
0752384_Chapter4.pdf - Accepted Version
Restricted to Repository staff only
Download (507Kb)
[img]
Preview
 Text
0752384_Conclusion.pdf - Accepted Version
Download (136Kb) | Preview
[img] Text
0752384_Cover.pdf - Accepted Version
Restricted to Repository staff only
Download (118Kb)
[img]
Preview
 Text
0752384_References.pdf - Accepted Version
Download (143Kb) | Preview

Abstract

Penelitian ini membahas secara umum tentang bagaimana pengaruh ekuitas merek terhadap minat beli pada produk Toyota Avanza di lingkungan mahasiswa/i Universitas Kristen Maranatha Bandung. Dimensi ekuitas merek berdasarkan persepsi konsumen terdiri dari performance, social image, value, trustworthiness, dan attachment. Untuk memperoleh informasi yang dibutuhkan, penulis menyebarkan kuisoner kepada 150 responden di mana respondennya adalah mahasiswa/i Fakultas Ekonomi Universitas Kristen Maranatha Bandung. Kemudian dianalisa secara kuantitatif dengan menggunakan program SPSS 14.0. Kesimpulannya adalah ekuitas merek mempunyai pengaruh yang positif terhadap minat beli sebesar 10%. Oleh karena itu Toyota Avanza harus dapat mempertahankan atau bahkan meningkatkan ekuitas merek.

Item Type: Thesis (Undergraduate)
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: 28 Jul 2015 03:38
Last Modified: 09 Feb 2016 06:19
URI: http://repository.maranatha.edu/id/eprint/14203

Actions (login required)

View Item View Item
MCUrepository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.