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Management and Business Review
Article . 2020 . Peer-reviewed
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Management and Business Review
Article
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Ekuitas merek berbasis pelanggan

descriptionPublicationkeyboard_double_arrow_right Article 23 Jul 2020Publisher:University of Kanjuruhan MalangJournal:Management and Business Review, volume 4, pages 12-21 (eissn: 2541-5808, Copyright policy )
Authors: Nur Laily Hawa;

doi: 10.21067/mbr.v4i1.4665

Ekuitas merek berbasis pelanggan

Abstract

Tujuan penelitian ini adalah untuk mengetahui penilaian responden dan untuk mengetahui proses pengambilan keputusan kuliah di STIE Indocakti Malang serta untuk mengetahui pengaruh ekuitas merek terhadap keputusan mahasiswa kuliah di STIE Indocakti Malang. Penelitian ini adalah penelitian deskriptif dan penelitian verifikatif. Data dikumpulkan dengan teknik observasi, wawancara dan kuesioner dan di uji validitas dan reliabilitasnya. Data dianalisis dengan menggunakan analisis Structural Equation Modeling. Hasil penelitian ini menunjukkan bahwa ekuitas merek STIE Indocakti Malang termasuk kategori tinggi dan juga untuk pengambilan keputusan pembelian juga termasuk kategori tinggi. Ekuitas merek STIE Indocakti Malang memiliki pengaruh positif dan signifikan terhadap proses keputusan pembelian konsumen.

  • BIP!
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    These citations are derived from selected sources.
    This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    		 0
    popularity
    This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
    		 Average
    influence
    This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
    		 Average
    impulse
    This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
    		 Average
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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
Average
Average
Average
gold