ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPENGARUH EKUITAS MEREK PADA KEPUTUSAN PEMBELIAN PRODUK PASCABAYAR TELKOMSEL |
| Nama: FRANDY FRISKIANDY |
| Tahun: 2022 |
| Abstrak This study aims to determine and analyze: (1) The effect of brand equity variable which covers brand awareness, brand association and perceived quality on purchasing decisions of Telkomsel postpaid products (2) The Effect of dimensions brand awareness on buying decision of Telkomsel postpaid products (3) The Effect of the dimensions of brand association on purchasing decisions of Telkomsel postpaid products (4) The Effect of the perceived quality dimension on purchasing decisions of Telkomsel postpaid products. The population in the study was all the consumers who use Telkomsel postpaid products in Palu City in the period of January to September 2021. The total population in this study was 2.250 people. The sampling technique applied in this study was purposive sampling, total sample was 96 respondents. Dara was collected through questionnaire which has been tested for validity and reliability. The analysis method used Multiple Linear Regression. The results show that (1) Variables of brand equity namely brand awareness, brand association and perceived quality simultaneously have a significant effect on Telkomsel postpaid products. (2) brand awareness significantly affects the Telkomsel postpaid products (3) brand association has a significant effect on Telkomsel postpaid products (4) perceived quality significantly affects the Telkomsel postpaid products. Keywords: brand awareness, brand associatio and perceived quality |