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dc.contributor.advisorGinting, Liasta
dc.contributor.authorSurbakti, Jonatan Betel
dc.date.accessioned2019-12-05T03:26:50Z
dc.date.available2019-12-05T03:26:50Z
dc.date.issued2017
dc.identifier.urihttp://repositori.usu.ac.id/handle/123456789/21656
dc.description129 Halamanen_US
dc.description.abstractThis research aims to understand the influence of brand equity with the consumers decision purchase of product drinking water in packs brand ades measured by: ( 1 ) the influence brand awareness , perceived quality , brand association , and brand loyalty with consumers decision purchase of product drinking water in packs brand ades partial evaluation and ( 2 ) the influence brand awareness , perceived quality , brand association , and brand loyalty with consumers decision purchase of product drinking water in packs brand ades simultaneously. A method that is used is associative with a method of a quantitative approach and the model analysis used is Multiple Linear Regression . To test the validity of data I do a normality test, multikolinearitas test, and heterokedastisitas test. And I also do a validity and reliability of questionnaire components and the coefficients determined. Sample in research are always 97 students of the faculty of social and political field of USU. This research result indicates that brand awareness and perceived quality in partial has not significant impact to the consumers decision purchase of product drinking water in packs brand ades while brand association and brand loyalty has a significant impact to the consumer decision purchase of product drinking water in packs brand ades. The regression equation is Y = 2,588 + 0,5X1 + 0,16X2 + 0,803X3 + 0,936X4 + 3,002 .With the brand loyalty is the most dominant variable to influence consumer decision of purchase. Simultaneously brand awareness , perceived quality , brand association , and brand loyalty has a significant positive impact to consumer decision of purchase.en_US
dc.description.abstractPenelitian ini bertujuan untuk mengetahui pengaruh brand equity terhadap keputusan pembelian konsumen produk air minum dalam kemasan merek Ades yang diukur dengan: (1) pengaruh brand awareness, perceived quality, brand association, dan brand loyalty terhadap keputusan pembelian konsumen produk air minum dalam kemasan merek Ades secara parsial dan (2) pengaruh brand awareness, perceived quality, brand association, dan brand loyalty terhadap keputusan pembelian konsumen produk air minum dalam kemasan merek Ades secara simultan. Metode yang digunakan adalah metode asosiatif dengan pendekatan kuantitatif dan model analisa yang digunakan adalah model analisis regresi berganda. Untuk menguji keabsahan data dilakukan uji normalitas, uji multikolinearitas, dan uji heterokedastisitas. Dan juga dilakukan uji validitas dan reliabilitas terhadap komponen kuesioner serta uji koefisien determinasi. Sampel dalam penelitian ini berjumlah 97 mahasiswa Fakultas Ilmu Sosial dan Politik USU Medan. Hasil penelitian ini menunjukkan bahwa Brand Awareness dan Perceived Quality secara parsial tidak berpengaruh signifikan terhadap keputusan pembelian konsumen air minum dalam kemasan merek Ades sedangkan Brand Association dan Brand Loyalty berpengaruh signifikan terhadap keputusan pembelian konsumen air minum dalam kemasan merek Ades. Persamaan regresi yang didapat adalah Y = 2,588 + 0,5X1 + 0,16X2 + 0,803X3 + 0,936X4 + 3,002. Dengan Brand Loyalty menjadi variabel yang paling dominan mempengaruhi Keputusan Pembelian Konsumen. Secara simultan Brand Awareness, Perceived Quality, Brand Association, dan Brand Loyalty berpengaruh positif dan signifikan terhadap Keputusan Pembelian Konsumen.en_US
dc.language.isoiden_US
dc.publisherUniversitas Sumatera Utaraen_US
dc.subjectBrand Awarenessen_US
dc.subjectPerceived Qualityen_US
dc.subjectBrand Associationen_US
dc.subjectBrand Loyaltyen_US
dc.subjectKeputusan Pembelian Konsumenen_US
dc.titlePengaruh Brand Equity Terhadap Keputusan Pembelian Konsumen Produk Air Minum dalam Kemasan ADES (Studi Pada Mahasiswa Fakultas Ilmu Sosial dan Politik Universitas Sumatera Utara)en_US
dc.typeSkripsi Sarjanaen_US
dc.identifier.nimnipnik110502130


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