PENGARUH ELEMEN EKUITAS MEREK TERHADAP RASA PERCAYA DIRI PELANGGAN DI SURABAYA ATAS KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA
Abstract: Customer buying
decision making is a customer’s
respond to the
provider’s strategies. Buying decision
made by customer based
on their beliefs
is the right
decision. It would develop
the customers’ confidence
on their decision.
There is a
brand equity, if the
customers have the
brand awareness, perceived
quality, brand association
and brand loyalty. The objective
of this research is to test the effect of brand equity’s elements to the customer’s
confidence in their buying decision on Honda motorcycle in Surabaya.
Keywords: brand equity, brand
awareness, brand association, perceived quality, brand loyalty and customer’s
confidence in their buying decision
Penulis: Sri Wahjuni, I Gde
Cahyadi
Kode Jurnal: jpmanajemendd070070
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