Arfadhila, Nadilla Khansa and Dr.Siti Asmaul Mustaniroh, STP.MP and Dhita Morita Ikasari, STP.,MP (2019) Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian dan Kepuasan Konsumen Produk Almond Crispy Cheese “Wisata Rasa”. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh ekuitas merek terhadap keputusan pembelian dan kepuasan konsumen, dan menganalisis pengaruh keputusan pembelian dan kepuasan konsumen. Penelitian ini dilakukan menggunakan kuesioner dengan jumlah responden 128. Analisis dilakukan menggunakan metode Partial Least Square (PLS) dengan bantuan software SmartPLS 3.0. Hasil menunjukkan bahwa ekuitas merek memiliki pengaruh signifikan dan positif terhadap keputusan pembelian, ekuitas merek memiliki pengaruh signifikan dan positif terhadap kepuasan konsumen, dan keputusan pembelian memiliki pengaruh signifikan dan positif terhadap kepuasan konsumen. Keputusan pembelian memberikan pengaruh yang signifikan antara ekuitas merek terhadap kepuasan konsumen, namun tidak dapat menjadi variabel yang memediasi antara ekuitas merek terhadap kepuasan konsumen almond crispy cheese “Wisata Rasa”
English Abstract
This study aims to analyze the effect of brand equity on purchasing decisions and customer satisfaction, and analyze the influence of purchasing decisions and customer satisfaction. This research was conducted using a questionnaire with 128 respondents. The analysis was conducted using the Partial Least Square (PLS) method with the help of SmartPLS 3.0 software. The results show that brand equity has a significant and positive influence on purchasing decisions, brand equity has a significant and positive influence on consumer satisfaction, and purchasing decisions have a significant and positive influence on consumer satisfaction. Purchasing decisions have a significant influence between brand equity on consumer satisfaction, but cannot be a variable that mediates between brand equity on consumer satisfaction with "Wisata Rasa” almond crispy cheese.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FTP/2019/363/052002240 |
| Uncontrolled Keywords: | Ekuitas Merek, Keputusan Pembelian, Kepuasan Konsumen,Brand Equity, Purchasing Decisions, Consumer Satisfaction |
| Subjects: | 300 Social sciences > 338 Production > 338.1 Agriculture > 338.16 Production efficiency |
| Divisions: | Fakultas Teknologi Pertanian > Teknologi Industri Pertanian |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 28 Dec 2021 01:39 |
| Last Modified: | 30 Mar 2022 06:59 |
| URI: | http://repository.ub.ac.id/id/eprint/187658 |
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