HUBUNGAN ANTARA EKUITAS MEREK DENGAN KEPUTUSAN PEMBELIAN PRODUK MIE INSTAN MEREK INDOMIE (Survei :Mahasiswa FE UNJ)

ANANDA, MARTHA TRISYAH (2017) HUBUNGAN ANTARA EKUITAS MEREK DENGAN KEPUTUSAN PEMBELIAN PRODUK MIE INSTAN MEREK INDOMIE (Survei :Mahasiswa FE UNJ). D3 thesis, Universitas Negeri Jakarta.

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Abstract

This study its has background for competition of brand strength in instant noodle industry. Based on the Top Brand Index survey, had beendecline of brand value instant noodle “indomie” from 2010 until 2012 to decline indication of brand equity. For this segment instant noodle had to used brand image and make a strong build brand awareness it is not only can growing up brand equity however to increase the customer buy interest. This study just create a few analysis how the biggest effect from brand awareness and brand image to increase brand equity and influence the growing ofcustomer buy interest sensivity for instant noodle “indomie” brand. This study used quantitative methods. This data being collected with quesioner technique. This respondents research has been 127 person , people who are students student FE State University of Jakarta. A quantitative method includes validity and reliability, hypothesis testing via, t est and coefficient of determination (R2). Key word: brand equity , Buying Decision

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