PENGARUH KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SUSU ULTRA PADA REMAJA DI WILAYAH JATIASIH KOTA BEKASI

FoEh, John EHJ. and Hendy, Soetandi (2018) PENGARUH KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS DAN LOYALITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SUSU ULTRA PADA REMAJA DI WILAYAH JATIASIH KOTA BEKASI. Jurnal Ilmiah Manajemen, 8 (1). pp. 1-8. ISSN 2087-7803

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Abstract

ABSTRACT The purpose of this research is to know the influence of brand awareness, brand association, quality perception, and brand loyalty to purchase decision of ultra milk by teenager in district of Jatiasih, Bekasi. The survey method and interview are used in this study to obtain the primary data from 100 purposively selected respondents. Data analysis using multiple linear regression with SPSS package version 22. Every variable was measured by Likert scale from 1 to 5. Both tests were employed in this research such as simultaneous and partial to find out the level of influence of independent variables with regard to the dependent variable. Before the uses of multiple regression analysis, several test of classic assumption were done such as; validity, reliability, normality, heteroschedasticity, multicollinearity, and autocorrelation tests. The overall conclusion shows that simultaneously, all independent variables influence significantly the purchasing decision of teenager regarding ultra milk product but partially, the statistical test show that only three independent variables (trademark awareness, trademark association and quality perception), influence the buying decision of teenager regarding ultra milk consumption in district of Jatiasih, Bekasi. Keywords : Brand Awareness, Brand Association, Perception Quality, Brand Loyalty, Purchase Decisions.

Item Type: Article
Subjects: Manajemen > Manajemen Pemasaran
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Creators:
CreatorsNIM/NIDN
FoEh, John EHJ.UNSPECIFIED
Hendy, SoetandiUNSPECIFIED
Depositing User: John EHJ FoEh
Date Deposited: 28 Jun 2021 06:05
Last Modified: 28 Jun 2021 06:05
URI: http://repository.ubharajaya.ac.id/id/eprint/9538

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