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All Journal Jurnal Manajemen Jurnal Komunikasi Indonesia
Dudi Permana, Dudi
Fakultas Ekonomi Universitas Andalas Padang
Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Manajemen

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Pengaruh Dimensi Ekuitas Merek Terhadap Keputusan Pembelian Produk Pencuci Mulut (mouthwash) Permana, Dudi
Jurnal Manajemen Vol 22, No 2 (2018): June 2018
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (432.798 KB) | DOI: 10.24912/jm.v22i2.361

Abstract

The purpose of this study is to determine the partial effect of brand awareness, brand association, perceived quality and brand loyalty on purchase decision in Betadine mouthwash. Two hundred samples are collected from the user and prospective user in Jakarta. the analytichal method used is descriptive and multiple linear regression. The result are (a) the partial effect of brand awareness, brand associaton, brand loyalty are positive and significant to purchase decision but not significant by perceived quality. (b) the highest correlation is achieved by brand awareness. Brand awareness was successfull formed by brand recognation as foundation but then it was stagnant on brand recall even less on top of mind. (c) purchase decision indicators has showed that consumer position is not ready in purchase decision and even less in re-purchase.
Co-Authors Erna Sofriana Imaningsih Mahadewi, Erlina P. Panigoro, Erwin Yuli Harwani, Yuli