Analisis Pengaruh Elemen-Elemen Ekuitas Merek Terhadap Keputusan Pembelian Laptop Asus Di Surakarta (Studi Empiris Yang Dilakukan Pada Mahasiswa Universitas Muhammadiyah Surakarta Tahun 2017) (original) (raw)

This study aims to analyze and prove empirically. (1) the influence of Brand Awareness on Purchase Decision. (2) To analyze the effect of Perceived Quality on Purchase Decision.(3) To analyze the influence of the Brand Association on the Purchase Decision.(4) To analyze the effect of Brand Loyalty to Purchase Decision. (5) To analyze the Influence of Brand Awareness, Quality Impression, Brand Associations, and Brand Loyalty to Purchase Decision. Quantitative research type with survey approach. The population in this study is a student of Muhammadiyah University of Surakarta. Samples taken amounted to 120 people who had bought and used Asus Laptop, with purposive sampling method, the sampling is limited to the specific types of information that match the criteria of the researcher. Data analysis technique in this research use : (1) Test of instrument quality of data used validity test with Bivariate Pearson, (2) Test reliability with cronbach alpha, (3) Classic Assumption Test with N...