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Ahmad Bahtiar, Ahmad
Universitas Islam Negeri Syarif Hidayatullah Jakarta
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Journal : Diponegoro Journal of Management

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PENGARUH BRAND EQUITY, HARGA DAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN VAPE (Studi PadaVape Store 5Time) Bahtiar, Ahmad; Rahardja, Edy
Diponegoro Journal of Management Volume 6, Nomor 4, Tahun 2017
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

Problems that occur is the sale of vape with the original brand does not show increase from month to month, exactly in May to July decreased. Though currently vape trend is getting in demand so consumers who are looking for vape pretty much. Based on the results of prasurvey conducted, it appears that the decline in sales is allegedly caused by the strength of the original brand is not very good, the original vape price is considered expensive and the distribution of goods that are less evenly distributed. This study aims to analyze the influence of brand equity, price and distribution of the original vape purchase decision in Semarang.The population used in this study is all Vape consumers in Semarang. The sampling technique used is purposive sampling. Sampling criteria were 96 vape consumer in Semarang. Methods of data collection in this study using questionnaires. Methods of data analysis using multiple linear regression analysis.Based on the results of brand equity, price and distribution have a positive effect on the purchase decision of original vape in Semarang. The original vape purchase decision in Semarang can be explained by brand equity, price and distribution of 81%.
Co-Authors Adnan, Muhammad Arfandi Akifah Humaira Salsabila Alfitra Alfitra, Alfitra Anas Ahmadi Andayani Andayani Andayani Andayani Aniek Irawati Arien Cahyani Putri Aulady, M. Ferdaus N. Aulady, MFN Darsita Suparno Dewi Anggraini Edy Rahardja Eka Silvia Elis Susilawati Elvi Susanti Faridatussafura, Nurzaka Fatoni, Arrizal R. Fitrah, Nur Fitriyah, Mahmudah Gunta Wirawan Gunta Wirawan Haeni Relawati Haryanti, Novi Diah Hermanto, Ady Hilmiyatun, Hilmiyatun Hindun Hindun Hudaa, Syihaabul Indah Purwandari, Ratri Ismah Rahayu Isroyati Jabal An Nur, Muhammad Jelita, Najah Julianto, Haekal Kundaru Saddhono Kundharu Saddhono Kundharu Saddhono Kusumaningsih, Sri Ayu Lestari Hidayah, Endah Luluk Setyowati, Luluk Mahsusi Mahsusi Makyun Subuki Mara Sutan Rambe Mardhiyatillah, Nahdiyanna Maryelliwati Maryelliwati Mubashira, Mu’thia Muhammad Jabl An Nur Nailis Sa'adah Nasrullah, Agung Novida, Irma Nurhalizah, Siti Nuryani Nuryani Nuryani, Nuryani Oksidelfa Yanto Okvitasari, Astri Rino Prabowo, Hanggono Arie Rahayu, Ismah Raihana , Najwa Relawati, Haeni Rosida Erowati Rosida Erowati Safira Azzahra Salsabila, Akifah Humaira Sarwiji Suwandi Sarwiji Suwandi Silvia Utami Sukma, Salsabila Melati Susilawati, Elis Syihaabul Hudaa Syihaabul Hudaa Syihaabul Hudaa Taryanti Taryanti Tri Windusari Tutik Handayani Tutik Handayani, Tutik Widya Multisari Yulfiah, Yulfiah Yumniati Agustina Zeinora, Zeinora