PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square
The retail competition which is so tight make the retail companies started paying attention to the wishes and needs of customers or consumers, by making the right marketing strategy. One of the marketing strategy undertaken by the marketer is to build a brand. Today, the brand is considered by the c...
| Main Authors: | , |
|---|---|
| Format: | Thesis |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2012
|
| Subjects: |
| _version_ | 1797032224446480384 |
|---|---|
| author | , Bramada Sandro Subroto , Dr. Ike Janita Dewi, M.B.A., |
| author_facet | , Bramada Sandro Subroto , Dr. Ike Janita Dewi, M.B.A., |
| author_sort | , Bramada Sandro Subroto |
| collection | UGM |
| description | The retail competition which is so tight make the retail companies started
paying attention to the wishes and needs of customers or consumers, by making
the right marketing strategy. One of the marketing strategy undertaken by the
marketer is to build a brand.
Today, the brand is considered by the company as assets or equity of the
company, because it has intangible, emotional, faith, hope value, and loaded with
a customer or consumer perception. To increase brand equity, the efforts carried
out by the excellent service both in terms of physical (store atmosphere) and nonphysical
(service quality) to influence the consumer buying process. Now, the
factors influencing the purchase decision of a person is internal factors such as
demographic characteristics (education, gender, and employment)
This study analyzed whether Service Quality and Atmosphere Store
influence Brand Equity and purchasing decisions by moderating factor of the
demographic characteristics namely gender, education and employment are
important in the retail company. This research was conducted at Gramedia
Bookstore Malang Town Square (MATOS). The results of study in the form of
respondent answers were weighted by using Likert�s scale and then analyzed with
regression models. In overall, the influence of service quality and store
atmosphere is assessed giving influence on brand equity, as well as brand equity
on purchase decisions. From the results of study also found that education,
employment does not strengthen the brand equity influence on purchase decisions
at Gramedia Bookstore MATOS. |
| first_indexed | 2024-03-13T22:35:22Z |
| format | Thesis |
| id | oai:generic.eprints.org:98217 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:35:22Z |
| publishDate | 2012 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:982172016-03-04T08:45:55Z https://repository.ugm.ac.id/98217/ PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square , Bramada Sandro Subroto , Dr. Ike Janita Dewi, M.B.A., ETD The retail competition which is so tight make the retail companies started paying attention to the wishes and needs of customers or consumers, by making the right marketing strategy. One of the marketing strategy undertaken by the marketer is to build a brand. Today, the brand is considered by the company as assets or equity of the company, because it has intangible, emotional, faith, hope value, and loaded with a customer or consumer perception. To increase brand equity, the efforts carried out by the excellent service both in terms of physical (store atmosphere) and nonphysical (service quality) to influence the consumer buying process. Now, the factors influencing the purchase decision of a person is internal factors such as demographic characteristics (education, gender, and employment) This study analyzed whether Service Quality and Atmosphere Store influence Brand Equity and purchasing decisions by moderating factor of the demographic characteristics namely gender, education and employment are important in the retail company. This research was conducted at Gramedia Bookstore Malang Town Square (MATOS). The results of study in the form of respondent answers were weighted by using Likert�s scale and then analyzed with regression models. In overall, the influence of service quality and store atmosphere is assessed giving influence on brand equity, as well as brand equity on purchase decisions. From the results of study also found that education, employment does not strengthen the brand equity influence on purchase decisions at Gramedia Bookstore MATOS. [Yogyakarta] : Universitas Gadjah Mada 2012 Thesis NonPeerReviewed , Bramada Sandro Subroto and , Dr. Ike Janita Dewi, M.B.A., (2012) PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=52107 |
| spellingShingle | ETD , Bramada Sandro Subroto , Dr. Ike Janita Dewi, M.B.A., PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square |
| title | PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square |
| title_full | PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square |
| title_fullStr | PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square |
| title_full_unstemmed | PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square |
| title_short | PENGARUH SERVICE QUALITY DAN STORE ATMOSPHERE PADA BRAND EQUITY DAN KEPUTUSAN PEMBELIAN YANG DIMODERASI OLEH KARAKTERISTIK DEMOGRAFIS: Studi Pada Konsumen Toko Buku Gramedia Malang Town Square |
| title_sort | pengaruh service quality dan store atmosphere pada brand equity dan keputusan pembelian yang dimoderasi oleh karakteristik demografis studi pada konsumen toko buku gramedia malang town square |
| topic | ETD |
| work_keys_str_mv | AT bramadasandrosubroto pengaruhservicequalitydanstoreatmospherepadabrandequitydankeputusanpembelianyangdimoderasiolehkarakteristikdemografisstudipadakonsumentokobukugramediamalangtownsquare AT drikejanitadewimba pengaruhservicequalitydanstoreatmospherepadabrandequitydankeputusanpembelianyangdimoderasiolehkarakteristikdemografisstudipadakonsumentokobukugramediamalangtownsquare |