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All Journal Solusi: Jurnal Kajian Ekonomi dan Bisnis
Sofiati Sofiati
Prodi Manajemen STIE Widya Wiwaha Yogyakarta
Economics, Econometrics & Finance Environmental Science Social Sciences

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Pengaruh Brand Equity Terhadap Keputusan Pembelian Konsumen (Studi Pada Produk Elektronik Di Daerah Istimewa Yogyakarta): (Studi Pada Produk Elektronik Di Daerah Istimewa Yogyakarta) Linawati Linawati; Sofiati Sofiati
HOME Vol. 16 No. 1 (2021)
Publisher : Jurnal Solusi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51277/keb.v16i1.83

Abstract

Abstrack This research is intended to analyze the influence of brand equity on the consumer buying behavior. The respondents consist of 100 electronic user in Regional Province of Yogyakarta. Questionnaire are used to collect data from the respondents and the data were analized by Multiple Regression Analysis. The result of the study indicate that: (i). brand equity has significant influence on the consumer buying behavior (ii). brand loyalty has dominant influence on the custumer buying behavior. Keywords: Brand Equity, Consumer Buying Behavior. Electronic User, Multiple Regression Analysis
Co-Authors Holyness Nurdin Singadimedja