PENGARUH DIMENSI EKUITAS MEREK TERHADAP MINAT BELI PADA KERTANEGARA GUEST HOUSE MALANG
ABSTRACT: Intention this
research is to test dimension of equity brand have an effect toenthusiasm buy
at Guest House Kertanegara Malang and to test brand equityinfluence to
enthusiasm buy at Guest House. Population in this research are guestusing
service of Guest House Kertanegara, by using technique of conveniencepurposive
sampling. Sample size 100 respondents. Technique analysis is linearregression
analysis by using test of regression doubled linear. The result ofresearch show
that linear regression analysis is positive relationshio between thebrand
equity and enthusiasm., test t test and f test, indicating that brand equity
have influence of significant to enthusiasm buy. Between awareness brand, brand
association, perception of quality, dimension brand and loyality owning mostinfluence
significan is awareness of brand, brand association, perception of quality of,
and brand loyality.
Keyword: Awareness of brand,
brand association, perception of[is quality of, and brand loyalitas, enthusiasm
buy
Penulis: Ervan Ade Wardani
Kode Jurnal: jpmanajemendd151587
