THE IMPACT OF BRAND EQUITY TOWARDS THE CONSUMER PURCHASE DECISION OF PLANT-BASED COMMUNITY: CASE STUDY I VEGAN PIZZA RESTAURANT

Graciano, Rocky and Are, Robert La (2020) THE IMPACT OF BRAND EQUITY TOWARDS THE CONSUMER PURCHASE DECISION OF PLANT-BASED COMMUNITY: CASE STUDY I VEGAN PIZZA RESTAURANT. Bachelor thesis, Swiss German University.

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Abstract

The purpose of this research is to analyze the power of Brand Equity towards the Purchase Decision of plant-based community. The case study of this research taken from a plant-based restaurant located in Tangerang area. The name of the restaurant is I Vegan Pizza. The research model of this study is adopted from a journal of "The Hierarchical Relationship Between Brand Equity Dimension" by Alhadad The sample of this study was 100 respondents who have taste I Vegan Pizza products, and have been there before. The data collection uses questionnaire form because to identify how Brand Equity variables have significant impact towards customer Purchase Decision. There are few test that must be run in order for this research to be qualified. The test must be done using the Smart PLS system. The purpose of Smart PLS system is to give indication either the data questionnaire are reliable and valid, and also to give conclusion towards the hypothesis discussion.

Item Type: Thesis (Bachelor)
Subjects: T Technology > TX Home economics > TX946.5 Food service
Divisions: Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User: Mr Arinton Sinaga
Date Deposited: 13 Dec 2024 07:16
Last Modified: 13 Dec 2024 07:16
URI: http://repository.sgu.ac.id/id/eprint/2777

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