PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN AC PANASONIC (Studi Kasus pada Pelanggan AC Panasonic di Jakarta Timur)

Santi, Wulandari (2018) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN AC PANASONIC (Studi Kasus pada Pelanggan AC Panasonic di Jakarta Timur). D3 thesis, Universitas Negeri Jakarta.

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Abstract

This research aims to analyze the influence of brand equity to purchase decision AC of Panasonic. The data which are used in this research are primary data and secondary data. The primary data were collected by questionnaires that was spreading to AC of Panasonic’s customers. The sampling technique in this research used non-probability sampling with purposive sampling method. The technique to analyze data used linear regression analysis, assumption classic analysis and hypothesis testing. From the result of this research, known that brand equity has influenced to purchase decision. Which is showed by value of coefficient correlation (r) is 0,828 and coefficient determination (r 2 ) is 0,686 (68,6%) then it means that the rest is 0,314 (31,4%) explained by other factors. In this research, also known that brand equity have positive and significant influence to buying decision. It can be showed by the value of t hitung which is higher than t tabel , 14,619 > 1,984.

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