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Hendro Widjanarko
Universitas Pembangunan Nasional “Veteran” Yogyakarta
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Journal : EKUITAS (Jurnal Ekonomi dan Keuangan)

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PENGARUH DIMENSI EKUITAS MEREK TERHADAP NIAT MEMBELI Hendro Widjanarko
EKUITAS (Jurnal Ekonomi dan Keuangan) Vol 9 No 3 (2005)
Publisher : Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya(STIESIA) Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (0.057 KB) | DOI: 10.24034/j25485024.y2005.v9.i3.413

Abstract

The objective of this study is to examine; (1) the simultaneous effects of brand awareness, advertising awareness, brand association and perceived quality on the intent to buy; (2) the partial effect of brand awareness, advertising awareness, brand association and perceived quality on the intent to buy; (3) is brand association a dominant variable that effect on the intent to buy. Survey was conducted to collect data from partisipants. The research used multiple linier regression to analyze data.The results show that simultaneously, brand awareness, advertising awareness, brand association and perceived quality have a significant effect on the intent to buy. The results also indicate that partially, brand association has a significat effect on the intent to buy. Nevertheless, brand awareness, advertising awareness and perceived quality have not significant effect on the intent to buy.
Co-Authors Apriliani Apriliani Arief Subyantoro Arswendy Danardhito Aviana, Elma Badi'ah, Roudlotul Bambang Sugiarto Chrisnando, Novian Daniswara, Dipta Amelia Dhiani Dyahjatmayanti Endah Wahyurini Endah Wahyurini, Endah Felia Ananda Cahya Heru Kristanto Ika Santi Kaban, Persadan Canisus KHOIRUL HIKMAH - Meliala, Ferdinan Jurintha Nilmawati Nilmawati PURBUDI WAHYUNI, PURBUDI Reiga Ritomiea Ariescy Sabihaini Salsabila Islami Yusnindi Santosa Utomo, Humam Setyani, Lintang Ayu Suratna Suratna Titik Kusmantini Titik Kusmantini Utomo, Humam Santosa Wiwik Handayani Yuni Siswanti Zakiyah Nugrahaini Ma'wa