PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK TOSHIBA DI SEMARANG
Abstract: The purpose of this
research is to analyze the influence of brand awareness, brand associations,
quality perceptions and brand loyalty to purchase decision of Toshiba Brand Top
Lap.
The population used is consumers who purchase Toshiba brand lap tops in
Semarang whose numbers are unknown. Samples taken 100 consumers. The type of
data used in the primary data. Methods of data collection questionnaire. The
analyze technique used is multiple regression, with previously tested by
instrument test and classical assumption test.
The results showed that: Brand awareness proved impact positive and
significant on purchase decisions. Brand association proved impact positive and
significant on purchase decisions. Quality perceptions proved impact positive
and significant on purchase decisions. Brand loyalty proved impact positive and
significant on purchase decisions.
Keywords: Brand Awareness,
Brand Associations, Quality Perceptions, Brand Loyalty, Purchase Decision
Penulis: Andree Weinard
Pinassang, Susilo Toto Rahardjo
Kode Jurnal: jpmanajemendd170919
