ANGGRAINI, NOVIKA (2019) PENGARUH BRAND POSITIONING DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN DALAM MENINGKATKAN KEPUASAN PELANGGAN APARTEMEN GREEN PRAMUKA CITY DI JAKARTA PUSAT. S2 thesis, Fakultas Ekonomi.
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Abstract
ABSTRACT Generally, the purpose of the research are : 1) to test the influence of brand positioning on purchase decision2) to test the influence of brand equity on purchase decision 3) to test the influence customer satisfaction on Brand positioning 4) to test influence of Customer Satisfaction on Purchase decision in central Jakarta Apartment. 5) to test influence Brand equity on customer satisfaction. 6) to test the influence of brand positioning on customer satisfaction mediated purchasing decisions, 7) to test the influence of brand equity on customer satisfaction mediated purchasing decisions. The unit of analysis is the green pramuka city apartment in central Jakarta. Observation unit 230 respondents who are apartment owners. The research design method used in this study is a quantitative method using a questionnaire. Data collected was analyzed using AMOS statistical software version 2.2. after analyzing the data, this study concluded that brand positioning and brand equity had a significant and positive effect on purchasing decisions in increasing apartment customer satisfaction. The data also revealed that the role of brand positioning and brand equity has a high influence on customer satisfaction if mediated through purchasing decisions . Keyword : Brand positioning , Brand equity, Customer satisfaction and Purchase Decision of Central Jakarta Apartment
| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | Pembimbing I : Dr. Mohamad Rizan,SE,MM ; Pembimbing II: Dr. Saparuddin, SE,M.Si |
| Subjects: | Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Layanan Kantor (Office Services) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Pabrik (Plant Manajemen) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Kontrol dan Kualitas (Control and Quality Management) |
| Divisions: | Fakultas Ekonomi > S2 Magister Manajemen |
| Depositing User: | Budi Siswanto |
| Date Deposited: | 06 Mar 2019 02:56 |
| Last Modified: | 06 Mar 2019 02:56 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/7273 |
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