Analyzing the Impact of Brand Equity towards Purchase Decision in Multi-Brand Car Dealers: A Case Study of PT. Aneka Putra Santosa

Ramadhan, Naufalian and Mbouw, Esa Theodore (2021) Analyzing the Impact of Brand Equity towards Purchase Decision in Multi-Brand Car Dealers: A Case Study of PT. Aneka Putra Santosa. Bachelor thesis, Swiss German University.

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Abstract

The automotive industry has an important role and is one of the industries that affect the country’s economy. This study is focused on the car industry that is in demand and has many people to support daily activities and car dealers are becoming one of the places for people who want to buy a car and private dealers are the ones that immediately come to people's minds. This study discussed multi-brand car dealer which a place to buy a car, however, they offer almost all car brands that exist in the market and this study is identifying the impact of brand equity elements which consists of brand awareness, brand association, perceived quality and brand loyalty as well as a brand image as related towards purchase decision in buying cars at the multi-brand car dealer. For the basic analysis, this study is using an online questionnaire that has been distributed to 112 respondents as the buyer of PT. Aneka Putra Santosa in the last two years which in 2019 and 2020. For the data processing, SPSS statistics 26 software is being used to conduct the analysis that comes from the respondents. The findings revealed that Brand Awareness, Perceived Quality and Brand Image had an impact while Brand Association and Brand Loyalty was found has no impact towards Purchase Decision in buying cars at Multi-brand car dealer. These findings provided implications and recommendations for management to do continuous improvement.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Automotive Industry, Brand Association, Brand Awareness, Brand Equity, Brand Image, Brand Loyalty, Multi-brand car dealer, Perceived Quality
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions: Faculty of Business Administration and Communication > Department of Business Administration
Depositing User: Faisal Ifzaldi
Date Deposited: 29 Dec 2021 15:29
Last Modified: 29 Dec 2021 15:29
URI: http://repository.sgu.ac.id/id/eprint/2248

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