PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION MELALUI BRAND PREFERENCE SEBAGAI MEDIASI PADA MOBIL MEREK TOYOTA KIJANG INNOVA DI SURABAYA
ABSTRACT: This research aims
to determine the relationship and influence of brand equity to purchase
intention on brand preference-the mediation effect of Toyota Kijang Innova car
brand in Surabaya. This research uses Structural Equation Modeling (SEM).
Sampling technique in this research using purposive sampling. The sample in
this research used 150 respondents. Characteristics of the sample in this
research that people who do not have and have interest to buy Toyota Kijang
Innova in Surabaya. The results showed that brand equity (X) significant and
positive impact on brand preference (Y), as well as brand equity (X)
significant and positive impact on purchase intention (Y), and brand preference
(X) significant and
positive impact on purchase intention , and also a positive effect in mediating
the relationship between brand equity (X) on purchase intention(X). These
results were confirmed by the results of validity test, reliability and compatibility
testing of the model on each of the indicators in each variable.
Penulis: FENDY
Kode Jurnal: jpmanajemendd130714
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