EKUITAS MEREK DAN KEPUTUSAN PEMBELIAN (Studi Tentang Korelasi Ekuitas Merek Rokok LA Lights Terhadap Keputusan Pembelian di Kalangan Mahasiswa Perokok S1 Komunikasi Transfer Fisip UNS Angkatan 2008 dan 2009)

Utama, Fajar Aditya Tri (2011) EKUITAS MEREK DAN KEPUTUSAN PEMBELIAN (Studi Tentang Korelasi Ekuitas Merek Rokok LA Lights Terhadap Keputusan Pembelian di Kalangan Mahasiswa Perokok S1 Komunikasi Transfer Fisip UNS Angkatan 2008 dan 2009). Other thesis, Universitas Sebelas Maret.

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    Abstract

    This thesis begins with an interesting problem from a product output PT DJARUM KUDUS, which is the producer of LA Lights. Every few periods LA Lights change from the form image on packaging and packaging that accompanies color. It is also associated with brand equity (brand equity) that accompany the LA Lights. The purpose of this study is to determine whether there is a significant relationship between the elements of brand equity (brand equity), (including brand awareness, brand association, perceived quality, and brand loyalty) with purchasing decisions made by Student Transfer Communication S1 Fisip UNS Angkatan 2008 and 2009. This research is explanatory research, which seeks to explain the causal relationship between variables by testing the hypothesis and is a survey that was taking samples from a population and used a questionnaire to collect basic data. This study used two variables: the variable brand equity as independent variables, and variable purchasing decisions as the dependent variable. To determine the relationship between variables, this study uses statistical analysis Spearman Correlation Level Governance for twin data. The results obtained are all elements of brand equity have a significant relationship to the purchasing decision of respondents ie brand awareness, brand association, perceiced quality and brand loyalty. However, among these four elements of brand equity, brand loyalty was to have a significant relationship of the most powerful in purchasing decisions made by students. Because of loyalty to a product will make the respondents to purchase it again for the same product.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: Users 862 not found.
    Date Deposited: 16 Jul 2013 00:28
    Last Modified: 16 Jul 2013 00:28
    URI: https://eprints.uns.ac.id/id/eprint/4836

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