TA DIGITAL
Analisis Pengaruh Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas. Dan Loyalitas Merek terhadap Keputusan Pembelian Handphone Blackberry (Study Kausu pada Mahasiswa Politeknik Negeri Semarang Jurusan Administrasi Niaga)
The purpose of this study was to analyze the influence of brand awareness, brand association, perceive quality, and brand loyality to purchase decision to blackberry mobile phone. The data were collected by questionnaire and interview. The method used in this study was regression analysis. The result of this study of regression analysis was Y = -1,507 + 0,062 X1 + 0,867 X2 + 0,147 X3 + 0,064 X4. It meant that the all variables of the study had positive effect toward purchasing decision .T test showed that brand awareness, brand association, perceive quality, and brand loyality had significant effect toward purchasing decisions. F test showes that the calculated F 280,768 was > F table 2,70 meaning that all variables had significant effect toward purchasing decision. The coefficient of determination that all variables have effect account for 91,9% . The rest equalled
to 8,1% which was influenced by other factors.
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