PENGARUH EKUITAS MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN HONDA SCOOPY
Abstract: In
the thight competition
marketers will be
getting direct to be always develop
and expand the
market share, namely
to build consumer perceptions through
the brand. Strong
consumer brands which
will affect the decision of
purchase, in doing so as to create profitability the company. This research
aims to find
out and analyze
the effect of
brand equity consisting of
brand awareness, Perceived
quality, brand Association
and brand loyalty simultaneously against a decision to purchase Honda
Scoopy motorcycle matic. The population used in this study are the ones who buy
the Honda Scoopy
motorcycle matic in
HD MOTOR 99
dealer Jl. MayjendSungkono 101
Surabaya, with as many as 50 people total sample of respondents. This is
because Honda Scoopy is a product of a company Honda has had a positive image
and have a good quality in consumer mind so make consumers believe the benefits
of the product.
Keywords: brand
awareness, brand associations,
perceived quality, brand loyalty
and purchase decisions
Penulis: ARDIAN FIRMANTHO, YOYOK
SOESATYO
Kode Jurnal: jpmanajemendd131003
