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All Journal Jurnal Ilmu Administrasi Bisnis
Crystin Ayomi Parhusip
Jurusan Ilmu Administrasi Bisnis
Economics, Econometrics & Finance

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Pengaruh Harga, Kualitas Produk dan Brand Equity terhadap Keputusan Pembelian di Waroeng Makan “Spesial Sambal” Tembalang, Semarang Parhusip, Crystin Ayomi; Waluyo, Handoyo Djoko; Budiatmo, Agung
Jurnal Ilmu Administrasi Bisnis Volume 2, Nomor 4, Tahun 2013
Publisher : Departemen Administrasi Bisnis, FISIP Universitas Diponegoro

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Abstract

This research aim to determine the effect of brand equity to decision of purchasing and the effect of price, product quality, and brand equity to decision of buying. The sampling technique used was purposive sampling. In this research the sample amounted to 100 respondent with characteristic that consumer of Waroeng Makan “Spesial Sambal” that have bought minimal twice in six month late, able and want to be interviewed. Data was analyzed with validity and  reliability, the coefficient of determination test, and test of significance with the t test and F test with program SPSS version 16.0 for windows. The result of research showed that there is a positive effect and significant between price and decision of purchasing amount 12,8%. Product quality have a positive effect and significant to decision of purchasing amount 8%. Brand equity have a positive effect and significant to decision of purchasing amount 33,5%.
Co-Authors Agung Budiatmo Handoyo Djoko Waluyo