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Journal > Pendidikan Ekonomi > PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK PASTA GIGI PEPSODENT (Studi Kasus pada Mahasiswa Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat)

 

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Pendidikan Ekonomi
Vol 2, No 2 (2013): Jurnal Mahasiswa Pendidikan Ekonomi Genap 2013-2014
PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK PASTA GIGI PEPSODENT (Studi Kasus pada Mahasiswa Program Studi Pendidikan Ekonomi STKIP PGRI Sumatera Barat)
Article Info   ABSTRACT
Published date:
14 Sep 2013
 
ABSTRACT The issues raised in this study is "Consumer Purchasing Decisions On Products Toothpaste Pepsodent". The variables of this study is Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty (as independent variables) and the Purchase Decision (the dependent variable).This research attention level Purchasing Decisions also need to be considered and Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty on Pepsodent toothpaste products. Purchasing Decisions With increasing efforts in the achievement of corporate objectives, particularly the Unilever company which produces Pepsodent toothpaste.This study aims to reveal (1) Effect of Brand Awareness of the Consumer Purchase Decision, (2) Effect of Perceived Quality of the Consumer Purchase Decision, (3) Effect of  Brand Association of the Consumer Purchase Decision, (4) Effect of Brand Loyalty of the Consumer Purchase Decision, (5) Effect of Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty together of the Consumer Purchase Decision.The conclusion that in partial Brand Awareness, Perceived Quality, Brand Association does not significantly influence the purchase decision, while the brand loyalty variable partially significant effect on the purchase decision. Variables simultaneously Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty significantly influence the purchase decision. From the results of this study suggested that brand loyalty has the most dominant influence on the purchase decision, expected the company to defend it. For variable Brand Awareness, Perceived Quality and the Association are not expected to influence the purchase decision a company can increase it in order notto be outdone by other competitors. Keywords: Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty
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