Solusi: Jurnal Kajian Ekonomi dan Bisnis
Vol. 16 No. 1 (2021)

Pengaruh Brand Equity Terhadap Keputusan Pembelian Konsumen (Studi Pada Produk Elektronik Di Daerah Istimewa Yogyakarta): (Studi Pada Produk Elektronik Di Daerah Istimewa Yogyakarta)

Linawati Linawati (Unknown)
Sofiati Sofiati (Prodi Manajemen STIE Widya Wiwaha Yogyakarta)

Article Info

Publish Date
29 Sep 2021

Abstract

Abstrack This research is intended to analyze the influence of brand equity on the consumer buying behavior. The respondents consist of 100 electronic user in Regional Province of Yogyakarta. Questionnaire are used to collect data from the respondents and the data were analized by Multiple Regression Analysis. The result of the study indicate that: (i). brand equity has significant influence on the consumer buying behavior (ii). brand loyalty has dominant influence on the custumer buying behavior. Keywords: Brand Equity, Consumer Buying Behavior. Electronic User, Multiple Regression Analysis

Copyrights © 2021




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Solusi: Jurnal Kajian Ekonomi dan Bisnis
Website

Abbrev

jurnal

Publisher

STIE Solusi Bisnis Indonesia

Subject

Economics, Econometrics & Finance Environmental Science Social Sciences

Description

Fokus dan ruang lingkup SOLUSI: jurnal Kajian Ekonomi dan Bisnis merupakan jurnal Ekonomi dan bisnis yang diterbitkan oleh Sekolah Tinggi Ilmu Ekonomi SBI Yogyakarta sebagai media komunikasi, media hasil penelitian yang bertujuan untuk mempublikasikan berbagai hasil kajian empiris dari para ...