Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Produk Jafra di Madiun

Heidy Paramitha Devi

Abstract


This study is aimed to determine the effect of the brand equity purchase decisions product Jafra in Madiun. The population in this study is that consumers Jafra in Madiun. The sample taken as many as 220 respondents. The sample selection using incidental sampling technique. The data collected by questionnaire using ordinal scale. The test requirements analysis using normality test, kolmogorov-smirnov methods, heteroscedasticity test, test methods glejser, autocorrelation test, and test multikolinearitas. This research data processing by multiple linear simple analysis using SPSS version 16. The result showed that no significant effect between brand equity (brand awarenness, perceived quality, brand associations, and brand loyalty) with purchase decisions product Jafra in Madiun.
Keywords : Brand equity, Purchasing Decisions

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References


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www.kemenperin.go.id

www.bappenas.go.id

www.jafracare.co.id


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