Pengaruh Brand Equity Pada Niat Beli Konsumen Apartemen Taman Rasuna
Effect of Brand Equity on Consumer Purchasing Intention Taman Rasuna Apartments. This study aims to determine the effect caused by brand awareness and Brand Association on purchase intention Taman Rasuna apartment. The data used are primary data obtained through questionnaires. Questionnaires distri...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2011
|
| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/89894/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=51127 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Universitas Gadjah Mada |
| Summary: | Effect of Brand Equity on Consumer Purchasing Intention Taman Rasuna
Apartments.
This study aims to determine the effect caused by brand awareness and Brand
Association on purchase intention Taman Rasuna apartment. The data used are
primary data obtained through questionnaires. Questionnaires distributed to 100
respondents. Test instrument carried out using validity and reliability. The data
were analyzed using multiple regression analysis with SPSS program.
The results showed that brand awareness had no significant effect on consumer
purchase intention. While the brand associations have significant influence on
purchase intentions. Together these two variables affect consumer purchase
intentions significantly. These results indicate that there is a discrepancy between
the results of research on brand awareness with current research. This discrepancy
leads to the insignificant effect between brand awareness and purchase intentions.
This happened on luxury products such as brand awareness prospective apartment
where consumers do not affect the purchase intention toward the product. |
|---|