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Pengaruh Harga, Kualitas Produk dan Brand Equity terhadap Keputusan Pembelian di Waroeng Makan “Spesial Sambal” Tembalang, Semarang

*Crystin Ayomi Parhusip  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Handoyo Djoko Waluyo  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Agung Budiatmo  -  Jurusan Ilmu Administrasi Bisnis, Indonesia

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Abstract
This research aim to determine the effect of brand equity to decision of purchasing and the effect of price, product quality, and brand equity to decision of buying. The sampling technique used was purposive sampling. In this research the sample amounted to 100 respondent with characteristic that consumer of Waroeng Makan “Spesial Sambal” that have bought minimal twice in six month late, able and want to be interviewed. Data was analyzed with validity and  reliability, the coefficient of determination test, and test of significance with the t test and F test with program SPSS version 16.0 for windows. The result of research showed that there is a positive effect and significant between price and decision of purchasing amount 12,8%. Product quality have a positive effect and significant to decision of purchasing amount 8%. Brand equity have a positive effect and significant to decision of purchasing amount 33,5%.
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Keywords: price, product quality, brand equitu and decision of purchasing

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