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Pinassang, Andree Weinard
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Decision Sciences, Operations Research & Management

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PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK TOSHIBA DI SEMARANG Pinassang, Andree Weinard; Rahardjo, Susilo Toto
Diponegoro Journal of Management Volume 6, Nomor 4, Tahun 2017
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

The purpose of this research is to analyze the influence of brand awareness, brand associations, quality perceptions and brand loyalty to purchase decision of Toshiba Brand Top Lap.The population used is consumers who purchase Toshiba brand lap tops in Semarang whose numbers are unknown. Samples taken 100 consumers. The type of data used in the primary data. Methods of data collection questionnaire. The analyze technique used is multiple regression, with previously tested by instrument test and classical assumption test.The results showed that: Brand awareness proved impact positive and significant on purchase decisions. Brand association proved impact positive and significant on purchase decisions. Quality perceptions proved impact positive and significant on purchase decisions. Brand loyalty proved impact positive and significant on purchase decisions.
Co-Authors Susilo Toto Rahardjo