Maslina, Irmeza (2018) Pengaruh Brand Awareness, Brand Association And Brand Image Terhadap Purchasing Decition Amdk Aqua (Studi Pada Konsumen Di Indomaret Jl. Karimata No. 49 Jember, Indomaret Jl. Jawa No. 44 Jember Dan Indomaret Jl. Kalimantan No. 27 Jember. Undergraduate thesis, Universitas Muhammadiyah Jember.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh variabel brand awareness, brand association and brand image terhadap purchasing decition pada konsumen di Indomaret Jl. Karimata No. 49 Jember, Indomaret Jl. Jawa No. 44 Jember dan Indomaret Jl. Kalimantan No. 27. Data yang dianalisa dalam penelitian ini adalah data yang didapat melalui observasi, penyebaran kuesioner dan wawancara. Populasi dalam penelitian ini adalah seluruh pembeli air minum Aqua di Indomaret Jl. Karimata No. 49 Jember, Indomaret Jl. Jawa No. 44 Jember dan Indomaret Jl. Kalimantan No. 27, yakni sebesar 100 responden dengan teknik accidental sampling. Alat analisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa brand awareness (0,353), brand association (0,214) dan brand image (0,221) memiliki nilai koefisien positif, artinya jika brand awareness, brand association and brand image memiliki pengaruh signifikan terhadap purchasing decition. Hasil uji t menunjukkan bahwa variabel brand awareness (0,000), brand association (0,021) and brand image (0,054) secara parsial berpengaruh signifikan terhadap purchasing decition AMDK Aqua.
| Item Type: | Thesis (Undergraduate) | |||||||||
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| Uncontrolled Keywords: | brand awareness,brand association,brand image,purchasing decition. | |||||||||
| Subjects: | 300 Social Science 300 Social Science > 330 Economics 600 Technology and Applied Science 600 Technology and Applied Science > 650 Business 600 Technology and Applied Science > 650 Business > 658 General Management |
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| Divisions: | Faculty of Economics > Department of Management (S1) | |||||||||
| Department: | S1 Manajemen | |||||||||
| Depositing User: | Dinda Novitasari | |||||||||
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| Date Deposited: | 22 Jan 2021 03:15 | |||||||||
| Last Modified: | 22 Jan 2021 03:15 | |||||||||
| URI: | http://repository.unmuhjember.ac.id/id/eprint/8167 |
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