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PENGARUH BRAND EQUITY, BRAND IMAGE, BRAND TRUST, PRICE, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPATU MERK NIKE

Jurnal Ilmiah Riset Manajemen

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Title PENGARUH BRAND EQUITY, BRAND IMAGE, BRAND TRUST, PRICE, WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPATU MERK NIKE
 
Creator Indriani, Trya May
Arifin, Rois
Hufron, M.
 
Description ABSTRACTThis study aims to analyze the effect of brand equity, brand image, brand trust, price and word of mouth on the purchase decisions of Nike brand shoes. This type of research is a type of explanatory research using a quantitative approach. This research was conducted by distributing questionnaires to 80 respondents who were users of Nike brand shoes. The analysis technique used in this study is path analysis.The results of this study indicate that brand equity, brand image, brand trust and price have a positive and significant influence on purchasing decisionsKeywords: Brand Equity, Brand Image, Brand Trust, Price, Word Of Mouth and Purchasing Decision..
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2019-07-29
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/4079
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 08 No. 04 Agustus 2019
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/4079/3551
 
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