PENGARUH BRAND PERSONALITY DAN SALES PROMOTION TERHADAP BRAND EQUITY DAN KEPUTUSAN PEMBELIAN KARTU PERDANA INDOSAT (PAKET INTERNET)(Survei Pada Mahasiswa Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto)

SETIAWAN, EDI (2018) PENGARUH BRAND PERSONALITY DAN SALES PROMOTION TERHADAP BRAND EQUITY DAN KEPUTUSAN PEMBELIAN KARTU PERDANA INDOSAT (PAKET INTERNET)(Survei Pada Mahasiswa Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Purwokerto). Bachelor thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The type of research used in this research is quantitative research, which is to analyze the influence of brand personality and sales promotion on brand equity and purchasing decision of indosat prime card (internet package) to the Management Student of Faculty of Economics and Business of Muhammadiyah University of Purwokerto. Independent variables in this research are brand personality and sales promotion, the dependent variable is brand equity and purchase decision. Subjects in this study were Student Management Faculty of Economics and Business University of Muhammadiyah Purwokerto, this study used 80 sample respondents. Data collection techniques in this study using purposive sampling. Based on multiple linear regression analysis the first equation of t test, it is found that partially variable of brand personality and sales promotion have positive and significant effect to brand equity. Similarly, the results of multiple linear regression analysis of the second equation of t test, the results obtained from the variable brand personality, sales promotion and brand equity to purchase decisions either partially or simultaneously have a positive and significant impact.

Item Type: Thesis (Bachelor)
Additional Information: Pembimbing : Hj. Herni Justiana Astuti, Ph.D
Uncontrolled Keywords: Brand Personality, Sales Promotion, Brand Equity and Purchase Decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Amri H
Date Deposited: 22 Mar 2018 04:27
Last Modified: 22 Mar 2018 04:27
URI: http://repository.ump.ac.id/id/eprint/7593

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