RAHMAN, AHMAD (2015) ANALISIS PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Survei Pada Konsumen Motor Honda di Kabupaten Sleman, Yogyakarta). Other thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
The background of this research is competition tight in motorcycle industry which more competitive. The function of this research is to know and analysis effect of the brand equity element to decision purchase of motorcycle, the brand is Honda in Sleman, Yogyakarta. The population in this research is all consument of Honda motorcycle in Sleman, Yogyakarta with sample 100 respondent. The technical to take a sample is purposive sampling. From the result of this research is known that the brand equity element is brand awareness, brand asosiation, quality perseption and brand loyality in simultaneously and partial take effect significant to decision purchase of motorcycle, and the brand is Honda in Sleman, Yogyakarta. Key word : brand awareness, brand asosiation, quality perseption, brand loyality, decision purchase.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 22 Jun 2016 04:38 |
| Last Modified: | 22 Jun 2016 04:38 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/4210 |
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