Open AccessAnalisis Pengaruh Brand Equity Terhadap Keputusan Pembelian Produk Oleh Oleh Khas Daerah Para Selebriti di Kota Makassar
Author(s) -
Ida Farida
Publication year - 2019
Publication title -
jurnal manajemen bisnis
Language(s) - English
Resource type - Journals
eISSN - 2621-1971
pISSN - 2088-7086
DOI - 10.33096/jmb.v6i1.121
Subject(s) - nonprobability sampling , brand equity , brand loyalty , purchasing , business , advertising , brand awareness , perceived quality , business administration , quality (philosophy) , marketing , sociology , population , philosophy , demography , epistemology
Objectively this study aims to develop a brand management model that includes brand awareness, a brand associated, perceived quality and brand loyalty towards purchasing decisions. The research method used PLS with a sampling method of 100 consumers baklave, Makassar and Boluta, bosang. Based on purposive sampling. The results of the study stated that of the nine hypotheses proposed two hypotheses were declared not significant (rejected), namely the influence of brand association on brand quality and purchasing decisions.