ANALYSIS OF DETERMINANT FACTORS OF BRAND EQUITY TO THE BUYING DECISIONOF PREPAID GSM CARD

Melia, Dianingrum (2018) ANALYSIS OF DETERMINANT FACTORS OF BRAND EQUITY TO THE BUYING DECISIONOF PREPAID GSM CARD. Proceeding International Conference of Business, Accounting and Economy (ICBAE UMP 2018).

	Text (COVER DAN DAFTAR ISI) 0. COVER dan Daftar Isi.pdf Download (1MB)
	Text (FULL TEXT) 1. ANALYSIS OF DETERMINANT FACTORS OF BRAND EQUITY TO THE.pdf Download (1MB)

Abstract

This study aims to determine whether brand awareness, quality perceptions, brand associations and brand loyalty can influence buyingdecision of prepaid GSM card. The population of this study were students using IM3 prepaid GSM card.The method of data analysis used is to use multiple linear regression statistics analysis using SPSS software.. The multiple regression model used in this research has been tested for validity and reliability as well as meet the classical assumption test that is: normality test, multicollinearity test, autocorrelation test and heterokedastisity test. In addition to conducting regression tests, several tests were also performed, namely: Coefficient of Determination (R2), t wtest and F test. The results of the research are brand awareness has no effect on buyingdecision; quality perceptions affect buyingdecision; brand associations have an effect on buyingdecision; brand loyalty to purchase decision; brand awareness, quality perception, brand association, brand loyalty have an effect on buying decision simultaneously.

Actions (login required)

View Item