Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Konsumen dalam Membeli Smartphone Merek Apple di Kecamatan Bengkalis.

Angela, Angela (2024) Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Konsumen dalam Membeli Smartphone Merek Apple di Kecamatan Bengkalis. Undergraduate thesis, Politeknik Negeri Bengkalis.

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Abstract

This study aims to analyze how the brand equity of the Apple Brand Smartphone in Bengkalis Subdistrict, how the purchase decision of the Apple brand smartphone in Bengkalis Subdistrict, and how brand equity influences the purchase decision of the Apple brand smartphone in Bengkalis Subdistrict. The type of research used in this research is associative. The population in this study were consumers in Bengkalis District who bought and used Apple brand smartphones. The sampling technique used Nonporobability Sampling, with a total of 100 respondents. Data collection using a questionnaire by distributing directly to people who buy and use Apple brand smartphones in Bengkalis District who are respondents and analyzed using validity tests, reliability tests, classical assumption tests, simple correlation tests, simple linear regression tests and hypothesis testing. The results in this study indicate that brand equity on purchasing decisions in buying Apple brand smartphones in Bengkalis District has a positive and significant effect with a coefficient of determination of 0.504 on purchasing decisions for the Apple brand in Bengkalis District, while the remaining 0.496 is caused by other variables not discussed in this study.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors Email NIDN/NIDK Thesis advisor Astuti, Dwi dwi@polbeng.ac.id NIDN1015088203
Uncontrolled Keywords:	Apple, Brand Equity, Purchase Decision
Subjects:	550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran
Divisions:	Jurusan Administrasi Bisnis > Sarjana Terapan Bisnis Digital > TUGAS AKHIR
Depositing User:	Bisnis Digital
Date Deposited:	23 Aug 2024 14:31
Last Modified:	23 Aug 2024 14:35
URI:	http://eprints.polbeng.ac.id/id/eprint/13553

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