Analisis Pengaruh Ekuitas Merek Handphone terhadap Niat Beli Konsumen

Reressy, Emma Maria, Ragil Sriharto, S.E., M.M.

2007 | Skripsi | S1 Management

Research Background: Many more brands at market make company must create brand equity to product. Brand equity is important development product value. Manage brand equity necessary do with careful because customer will very partnership when relationship with company. Brand is not only name, term, signal or symbol. More from that brand is "promise" from company for consistent give spirit and service to customer. Product or service success always have strong brand or dominant at market. Some company sensitive to brand value will aware that brand can be company identity and added value for product selling. Good brand equity will influence customer for doing purchase a product. Product have highly brand equity usually remember by customer. Research Goal: For know whether formation variables brand equity that is brand awareness, advertising awareness, brand association and perceived quality have influence purchase intention customer. Research Method: This research usage confirmatory factor analysis for validity test and cronbach alpha for reliability test and multiple regression method for hypothesis test (test influence individual formation variables brand equity with purchase intention customer).

Conclusion and Suggestion:

Conclusion : Output from this research describe that:

1. Significant influence between brand awareness and purchase intention customer.

2. Not significant influence between advertising awareness and purchase intention customer.

3. Not significant influence between brand association and purchase intention customer.

4. Significant influence between perceived quality and purchase intention customer.

Suggestion : 1. For next research, is not only top of mind brand examine but is not brand top mind awareness too.

Suggestion : 2. For next research, is not only population in DIY examine but other population too for example Central Java and West Java.

Kata Kunci : Ekuitas Merek; Handphone; Niat Beli Konsumen; Pemasaran