Record Details

Pengaruh Harga dan Ekuitas Merek terhadap Keputusan Pembelian Handphone Merek Blackberry di Kota Surabaya

EBIS: Jurnal Ekonomi dan Bisnis

View Archive Info
 
 
Field Value
 
Title Pengaruh Harga dan Ekuitas Merek terhadap Keputusan Pembelian Handphone Merek Blackberry di Kota Surabaya
 
Creator Ernawati
 
Subject price
brand equity
mobile phone industry
purchasing decisions
 
Description The purchase decision on the product is due to the benefits and quality provided by the product. Consumer decision making is a problem solving process. Most consumers will go through a similar mental process in deciding what product to buy. Quality products and strong brands are the main keys in winning market competition, which in the end will be able to provide a higher satisfaction value to consumers. The purpose of this study was to determine the impact of price on a purchase decision and the impact of brand equity on purchasing decisions. By using associative research method with the object of testing is the Blackberry brand mobile phone buyers. The researcher uses purposive sampling for the sampling technique, namely the Blackberry brand mobile phone buyers in the city of Surabaya. All respondents from among students, the number is 100 people. The hypothesis was tested by data analysis in the form of multiple linear regression analysis. The results showed that the price and brand equity variables had a role in purchasing decisions for the Blackberry brand concept.
 
Publisher Fakultas Ekonomi Universitas Sunan Giri Surabaya
 
Date 2011-01-21
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier https://journal.unsuri.ac.id/index.php/ebj/article/view/72
 
Source EBIS: Jurnal Ekonomi dan Bisnis; Vol. 1 No. 1 (2011): EBIS-Jurnal Ekonomi dan Bisnis (Januari 2011); 48-56
JURNAL EKONOMI BISNIS; Vol 1 No 1 (2011): EBIS-Jurnal Ekonomi dan Bisnis (Januari 2011); 48-56
2809-0713
2088-6152
 
Language eng
 
Relation https://journal.unsuri.ac.id/index.php/ebj/article/view/72/ernawati-artikel
 
Rights Copyright (c) 2011 EBIS: Jurnal Ekonomi dan Bisnis