Pengaruh dimensi ekuitas merek terhadap keputusan pembelian smartphone merek Oppo (studi empiris pada konsumen di Artomoro Kota Madiun)

Widianti, Yemima Septina (2023) Pengaruh dimensi ekuitas merek terhadap keputusan pembelian smartphone merek Oppo (studi empiris pada konsumen di Artomoro Kota Madiun). Undergraduate thesis, Widya Mandala Surabaya Catholic University.

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Abstract

Tujuan penelian ini untuk menguji signifikansi pengaruh dimensi ekuitas merek terhadap keputusan pembelian smartphone Oppo di toko Artomoro Kota Madiun, sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan teknik purposive sampling. Teknik analisis data menggunakan regresi inier berganda. Hasil penelitian menunjukan bahwa vriabel kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek berpengaruh signifikan terhadap keputussan pembelian. Nilai koefisien determinasi (R2) sebesar 80% artinya variabel kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merk terhadap keputusan pembelian menjelaskan pengaruh sebesar 80% sedangkan sisanya sebesar 20% yang dipengaruhi oleh variabel lain

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
Contributors
NIDN / NIDK
Email
Thesis advisor
Paulus, Ardianus Laurens
NIDN0721048301
ardianus@staff.widyamandala.ac.id
Uncontrolled Keywords: Kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas merek, keputusan pembelian
Subjects: Widya Mandala Catholic University on Madiun Campus > Faculty of Business
Widya Mandala Catholic University on Madiun Campus > Faculty of Business > Management Undergraduate Study Program
Divisions: Faculty of Business > PSDKU - Management Undergraduate Study Program
Depositing User: Users 13057 not found.
Date Deposited: 12 Mar 2026 02:52
Last Modified: 12 Mar 2026 02:52
URI: https://repositori.ukwms.ac.id/id/eprint/36304

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