Sudarto, Johan and Simatupang, Parhimpunan (2018) The Impact Of Brand Equity Towards Customer Purchase Decision :A Case Study Of Honda Mobilio In Jakarta And Tangerang. Bachelor thesis, Swiss German University.

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Abstract

The purpose of this study is to investigate the impact of brand equity towards customer purchase decision on Honda Mobilio as a case study in Jakarta and Tangerang. The research model of this study is adopted from journal “Impact of Brand equity towards Purchasing Decision: A situation on Mobile Telecommunication Services of Sri Lanka” By Gunawardane. The sample of this study was 105 respondents whom already own, experienced and observe Honda Mobilio. The data collection uses questionnaire form because to identify how brand equity variables have significant impact towards customer purchase decision in Jakarta and Tangerang distribute to owner, people who ever use, and people who ever observe Honda Mobilio in Jakarta and Tangerang. The test use multiple regression analysis and processed with SPSS version 24. Furthermore, as indicate by the statistics result Brand Loyalty has a significant impact as 41.8%, the other variables which is perceived quality and brand association as 32.6% and 35.3% , and last variable Brand Awareness has no significant impact as 0.7%.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Equity; Brand Loyalty; Brand Awareness; Perceived Quality; Brand Association
Subjects:	H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	19 May 2020 03:07
Last Modified:	19 May 2020 03:07
URI:	http://repository.sgu.ac.id/id/eprint/569

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