PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO (Survei pada mahasiswa/i Universitas Negeri Jakarta)

FADILLAH, IRSYAD NARATAMA (2019) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO (Survei pada mahasiswa/i Universitas Negeri Jakarta). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Irsyad Naratama Fadillah, 2019 : The Influence Of Brand Equity On Purchase Decision Of Teh Botol Sosro. (Survey on Students of State University of Jakarta). Marketing Management study program DIII. Departement of Management. Faculty of Economics Universitas Negeri Jakarta. This scientific paper purpose to : 1) Find out about buying decision and brand equity of Teh Botol Sosro. 2) Find out influence of brand equity on purchase decision of Teh Botol Sosro.The research method that be used to collecting data is using questionnaire. The sample that be used was 234 respondents which students of Universitas Negeri Jakarta who had bought Teh Botol Sosro. The analysis method that be used is descriptive statistics and linear regression analysis. From the results of this research it can be seen that the brand equity variable influence the purchasing decision. This is indicated by the r square value of 0,628 (62,8%). Key Word : Brand Equity, Purchase Decision

Item Type: Thesis (D3)
Additional Information: Pembimbing : Dra. Sholikhah, M.M
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
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 Perencanaan dan Strategik (Planning and Strategic Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising)
Divisions: Fakultas Ekonomi > D3 Manajemen Pemasaran
Depositing User: Budi Siswanto
Date Deposited: 04 Sep 2019 08:03
Last Modified: 04 Sep 2019 08:03
URI: http://repository.fe.unj.ac.id/id/eprint/8180

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