E-Jurnal Manajemen Universitas Udayana
Vol 4 No 4 (2015)

PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI DENPASAR

I Gede Teguh Esa Widhiarta (Universitas Udayana)
Made Wardana (Universitas Udayana)

Article Info

Publish Date
31 Mar 2015

Abstract

The purpose of this study was to determine the effect of brand awareness, perceived quality, brand associations, and brand loyalty to the purchasing decision iphone in Denpasar. This study used a qualitative research using surveys and questionnaires to 120 respondents. The data analysis technique used in this study is multiple regression. It was found that brand awareness has positive influence on purchasing decisions. Perceived quality positive influence on purchasing decisions. Positive effect on the brand association purchase decision. Finally, the positive effect of brand loyalty on purchase decisions.

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Journal Info
E-Jurnal Manajemen Universitas Udayana
Website

Abbrev

Manajemen

Publisher

Universitas Udayana

Subject

Decision Sciences, Operations Research & Management

Description

E-Jurnal Manajemen (ISSN 2302-8912) aims to serve as a medium of information and exchange of scientific articles between teaching staff, alumni, students, practitioners and observers of science in accounting and business. E-Jurnal Manajemen editor receives scientific articles business strategy and ...