ANGGRAINI SUNARYO, DENNIE (2013) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN FRUIT TEA ( STUDI KASUS DI RUMAH MAKAN ULU BUNDAR DI DAERAH ISTIMEWA YOGYAKARTA). Masters thesis, UPN ''VETERAN'' YOGYAKARTA.
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Abstract
Metode yang digunakan dalam penelitian ini adalah metode studi kasus. Lokasi dalam penelitian ini di Rumah Makan “Ulu Bundar” di Daerah Istimewa Yogyakarta. Model analisis yang digunakan adalah Structural Equation Model. Hasil penelitian menunjukkan bahwa kesadaran merek berpengaruh terhadap keputusan pembelian Fruit Tea, persepsi kualitas berpengaruh terhadap keputusan pembelian Fruit Tea, asosiasi merek berpengaruh terhadap keputusan pembelian Fruit Tea, loyalitas merek berpengaruh terhadap keputusan pembelian Fruit Tea. Kata Kunci : kesadaran merek, persepsi kualitas, asosiasi merek, loyalitas merek, keputusan pembelian. The case study are used as method for this research. The location in this research in “Ulu Bundar” restaurant in Daerah Istimewa Yogyakarta. structural equation is Model as its is chosen as its analysis model. The result of the study shows that brand awareness impacts on purchasing decision Fruit Tea, quality perception impacts on purchasing decision Fruit Tea, brand association impacts on purchasing decision Fruit Tea, brand loyalty impacts on purchasing decision Fruit Tea. Key words: brand awareness, quality perception, brand association, brand loyalty, purchasing decision.
| Item Type: | Thesis (Masters) |
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| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 21 Jun 2016 06:17 |
| Last Modified: | 21 Jun 2016 06:17 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/4113 |
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