Icha Mutiara Chandra, 1511011075 (2019) THE EFFECT OF BRAND EQUITY DIMENSION ON PURCHASE DECISION TOWARD OPPO SMARTPHONE IN BANDAR LAMPUNG. FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
The increasing number of consumer demand for telecommunication tools cause the various smartphone brands compete to make their products. A product with strong brand equity will be able to develop a brand presence in competition with long periods of time. Oppo is one brand of smartphone that atracted the attention of society. This study focus on how Brand Equity Dimension affect purchase decision toward Oppo Smartphone in Bandar Lampung. Data were distributed to 100 respondents who using Oppo Smartphone in Bandar Lampung. This research used purposive sampling techniques to get samples and the Multiple Linear Regression analysis is being used to analyze the research.The finding shows that brand equity dimension which are brand awareness, brand association, brand quality and brand loyalty has positive effect on purchase decision. Keywords: Brand Equity, Brand Association, Brand Awareness, Brand Quality, Brand Loyalty, Purchase Decision
| Jenis Karya Akhir: | Skripsi |
|---|---|
| Subyek: | 300 Ilmu sosial > 330 Ekonomi |
| Program Studi: | Fakultas Ekonomi dan Bisnis > Prodi S1-Manajemen |
| Pengguna Deposit: | UPT . Desi Zulfi Melasari |
| Date Deposited: | 18 Apr 2022 07:49 |
| Terakhir diubah: | 18 Apr 2022 07:49 |
| URI: | http://digilib.unila.ac.id/id/eprint/58454 |
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