ABSTRACT: Nowadays, the
business competition of handset operator cellular in Indonesia are more
competitive. This condition makes Telkomsel is not only depend on product
differentiation and price leader, which is easy to follow. Brand that have a
several attribute equity will create a positive brand image in the consumer
mind. The purpose of the research is to analyze the influence of brand equity
consisting of brand awareness, perceived quality, brand association and brand
loyalty toward buying decision celular card of Telkomsel at Malang. The
research method used quantitative approach in which variables are measured with
Likert Scale. The sample amount is 100 respondent by incendental method. The
primary data collection is by distributing quetionnaries. Data processing was
used a application SPSS vs.15,0 for Windows (includes: validity and reliability
analysis, classic assumption analysis, and hypotesis tested by multiple
regression analysis). The result show that: (1) by collectively, the equity
brand attribute having significant toward buying decision of consument. (2) by
partially, there are significant influence of the all equity brand attributes
consisting of perceived quality, brand association, and brand loyalty toward
buying decision of consument. Then (3) brand loyalty having a dominant
influence on buying decision.
Keywords: brand equity, buying
decision
Penulis: Nur Ida Iriani
Kode Jurnal: jpmanajemendd110104
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