PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION KONSUMEN TOKO ZANETI BRANDED



Umawati, Rina (2023) PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION KONSUMEN TOKO ZANETI BRANDED. Skripsi (S1) thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

RINGKASAN

PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION KONSUMEN TOKO ZANETI BRANDED
Rina Umawati 19414887
Fakultas Ekonomi Universitas Muhammadiyah Ponorogo
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh dari brand equity terhadap purchase intention konsumen toko Zaneti Branded. Penelitian ini menggunakan metode kuantitatif dengan data primer yang diperoleh dari penyebaran kuisioner. Populasi pada penelitian ini merupakan konsumen toko Zaneti Branded. Teknik pengambilan sampel menggunakan nonprobability sampling. Hasil Penelitian ini menunjukkan bahwa : 1) Brand awareness memiliki pengaruh yang signifikan terhadap purchase intention di toko Zaneti Branded. 2) Perceived quality memiliki pengaruh yang signifikan terhadap purchase intention di toko Zaneti Branded. 3) Brand association tidak memiliki pengaruh yang signifikan terhadap purchase intention di toko Zaneti Branded. 4) Brand loyality memiliki pengaruh yang signifikan terhadap purchase intention di toko Zaneti Branded.

Kata Kunci : Brand Equity, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty, Purchase Intention.

Item Type: Thesis (Skripsi (S1))
Uncontrolled Keywords: Brand Equity, Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty, Purchase Intention.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: fe . userfe
Date Deposited: 04 Sep 2023 02:23
Last Modified: 04 Sep 2023 02:23
URI: https://eprints.umpo.ac.id/id/eprint/12278

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