PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANG
Purchasing decision is a decision as an act of ownership of two or more alternative choices. Many factors can influence the purchasing decisions of consumers to a product, such as brand awareness, perceived quality, brand associations and consumen loyalty. This study was conducted to analyze the ef...
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| Format: | Article |
| Language: | English |
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Fakultas Ekonomi dan Bisnis, UPN Veteran Jakarta
2015-06-01
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| Series: | Ekonomi dan Bisnis |
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| Online Access: | https://ejournal.upnvj.ac.id/ekobis/article/view/705 |
| _version_ | 1797354080412106752 |
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| author | Eka Sulistiawati Jenji Gunaedi Argo |
| author_facet | Eka Sulistiawati Jenji Gunaedi Argo |
| author_sort | Eka Sulistiawati |
| collection | DOAJ |
| description |
Purchasing decision is a decision as an act of ownership of two or more alternative choices. Many factors can influence the purchasing decisions of consumers to a product, such as brand awareness, perceived quality, brand associations and consumen loyalty. This study was conducted to analyze the effect of brand awareness, percceived quality, brand associations and brand loyalty on purchase decisions of celular card Three Always On. Population in this study were residents in the neighborhood RW 007 Pondok Cabe Ilir – Pamulang using celular card Three Always On. Samples taken 80 respondents. Sampling technique in this study was done by using purposive sampling. Is the primary data type. Methods of data collection using questionnaires. The analysis technique used is multiple regression. Results of analysis using SPSS Version 21.
Results showed simultaneously and partially brand awareness, perceived quality, brand associations, and brand loyalty positive and significant impact on purchasing decisions. Therefore, suggested in management company should continue to perform the management, development, and improvement of the various dimensions of brand equity, either by using the media campaign strategy, product innovation, and quality of service. Because today many various kinds of brandmobile phone cards issued by competing companies both domestic or international.
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| first_indexed | 2024-03-08T13:45:18Z |
| format | Article |
| id | doaj.art-454ab3a1b2c24499a110c7cb9eceda90 |
| institution | Directory Open Access Journal |
| issn | 2356-0282 2684-7582 |
| language | English |
| last_indexed | 2024-03-08T13:45:18Z |
| publishDate | 2015-06-01 |
| publisher | Fakultas Ekonomi dan Bisnis, UPN Veteran Jakarta |
| record_format | Article |
| series | Ekonomi dan Bisnis |
| spelling | doaj.art-454ab3a1b2c24499a110c7cb9eceda902024-01-16T09:37:35ZengFakultas Ekonomi dan Bisnis, UPN Veteran JakartaEkonomi dan Bisnis2356-02822684-75822015-06-0121PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANGEka Sulistiawati0Jenji Gunaedi Argo1Universitas Pembangunan Nasional Veteran JakartaUniversitas Pembangunan Nasional Veteran Jakarta Purchasing decision is a decision as an act of ownership of two or more alternative choices. Many factors can influence the purchasing decisions of consumers to a product, such as brand awareness, perceived quality, brand associations and consumen loyalty. This study was conducted to analyze the effect of brand awareness, percceived quality, brand associations and brand loyalty on purchase decisions of celular card Three Always On. Population in this study were residents in the neighborhood RW 007 Pondok Cabe Ilir – Pamulang using celular card Three Always On. Samples taken 80 respondents. Sampling technique in this study was done by using purposive sampling. Is the primary data type. Methods of data collection using questionnaires. The analysis technique used is multiple regression. Results of analysis using SPSS Version 21. Results showed simultaneously and partially brand awareness, perceived quality, brand associations, and brand loyalty positive and significant impact on purchasing decisions. Therefore, suggested in management company should continue to perform the management, development, and improvement of the various dimensions of brand equity, either by using the media campaign strategy, product innovation, and quality of service. Because today many various kinds of brandmobile phone cards issued by competing companies both domestic or international. https://ejournal.upnvj.ac.id/ekobis/article/view/705Brand AwarenessPerceived QualityBrand AssociationBrand LoyaltyPurchasing Decisions |
| spellingShingle | Eka Sulistiawati Jenji Gunaedi Argo PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANG Ekonomi dan Bisnis Brand Awareness Perceived Quality Brand Association Brand Loyalty Purchasing Decisions |
| title | PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANG |
| title_full | PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANG |
| title_fullStr | PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANG |
| title_full_unstemmed | PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANG |
| title_short | PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KARTU TELEPON SELULER THREE ALWAYS ON DI RW 007 PONDOK CABE ILIR – PAMULANG |
| title_sort | pengaruh ekuitas merek terhadap keputusan pembelian kartu telepon seluler three always on di rw 007 pondok cabe ilir pamulang |
| topic | Brand Awareness Perceived Quality Brand Association Brand Loyalty Purchasing Decisions |
| url | https://ejournal.upnvj.ac.id/ekobis/article/view/705 |
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