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Adhari, Farras Ilham
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Economics, Econometrics & Finance Social Sciences

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BRAND EQUITY ANALYSIS OF DECISIONS TO PURCHASE NOBRANDEDON DENIM PRODUCTS Indika, Deru R; Adhari, Farras Ilham
Jurnal Ekonomi dan Bisnis Vol 14, No 1 (2018): Edisi April 2018
Publisher : Jurnal Ekonomi dan Bisnis Terapan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/jebt.v14i1.472

Abstract

This study aims to analyze whether brand equity can influence consumer purchasing decisions. The research used is descriptive through interviews and surveys with the object of the research being Nobrandendon, a company of denim fashion products that is located in the city of Bandung. The results of the questionnaire were collected from consumers who came to Nobrandendon store during February-May 2018. From the results of the study found that good brand equity, especially perceived quality, will influence consumers in deciding purchases, especially at the information search stage
Co-Authors Deru R Indika