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JURNAL BISNIS DAN AKUNTANSI
Vol. 15, No. 1a, Is. 4, November 2013, Hlm. 129-142

PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY, DAN BRAND LOYALTY TERHADAP PURCHASING DECISIONS

NOVRITA ADRIANI F

STIE Trisakti
novrita@stietrisakti.ac.id

 

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http://www.tsm.ac.id/JBA/JBAVOL15/PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY, DAN BRAND LOYALTY TERHADAP PURCHASING DECISIONS

ABSTRACT:

The purpose of this research to explore the effect of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) on purchasing decisions. A survey was conducted in order to collect relevant empirical data. Samples used in this study amounted to 100 people who buy the product pizza hut in Jakarta City. The data was analyzed using simple and multiple regression analysis. Hyphotesis testing showed that brand awareness, brand association, perceived quality and brand loyalty have positive effect on purchasing decisions either partially or simultaneously. Based on this research it can be concluded brand awareness, brand association, perceived quality, brand loyalty and the effect on purchasing decisions.

Keyword :Brand Equity (Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty), Purchasing Decisions.
 
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