Chandra, Cindy (2019) Pengaruh brand awareness, brand association, perceived quality, dan brand loyalty terhadap customer purchase decision pada KOI The di Jakarta. Masters thesis, Universitas Tarumanagara.
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ABSTRAK TESIS MM Cindy Chandra.pdf Download (53kB) |
Abstract
The aim of this study are to explore the deo of brand awarenes, brand association, perceived quality, and brand loyally towards customer purchase decision. The method of data collection is convenience sampling. The sampel of this research are collected from 156 respondent, who are Consumers of KO1 Cafe in Jakarta. The technique of data analysis used in this study was multiple regression analisis. The result are: (1) brand awareness do not has significant impact towards customer purchase decision; (2) brand association do not has significant impact towards customer purchase decision; (3) perceived quality has positive impact toward towards- customer purchase decision; (4) brand loyalty has positive impact towards customer purchase decision.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 30 Mar 2021 08:20 |
| Last Modified: | 20 May 2021 05:43 |
| URI: | http://repository.untar.ac.id/id/eprint/14953 |
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