PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI DENPASAR

  • I Gede Teguh Esa Widhiarta
  • Made Wardana Universitas Udayana

Abstract

The purpose of this study was to determine the effect of brand awareness, perceived quality, brand associations, and brand loyalty to the purchasing decision iphone in Denpasar. This study used a qualitative research using surveys and questionnaires to 120 respondents. The data analysis technique used in this study is multiple regression. It was found that brand awareness has positive influence on purchasing decisions. Perceived quality positive influence on purchasing decisions. Positive effect on the brand association purchase decision. Finally, the positive effect of brand loyalty on purchase decisions.

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Author Biography

Made Wardana, Universitas Udayana
Fakultas Ekonomi dan Bisnis Universitas Udayana, Bali, Indonesia
Published
2015-03-31
How to Cite
ESA WIDHIARTA, I Gede Teguh; WARDANA, Made. PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE DI DENPASAR. E-Jurnal Manajemen, [S.l.], v. 4, n. 4, mar. 2015. ISSN 2302-8912. Available at: <http://ojs.unud.ac.id/index.php/manajemen/article/view/10179>. Date accessed: 11 sep. 2025.
Citation Formats
Issue
Vol 4 No 4 (2015)
Section
Articles

Keywords

Ekuitas Merek; Keputusan Pembelian
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
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