PENGARUH EKUITAS MERK (BRAND EQUITY) TERHADAP MINAT BELI ULANG PRODUK KECAP NASIONAL PADA PD MITRA USAHA TASIKMALAYA

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PENGARUH EKUITAS MERK (BRAND EQUITY) TERHADAP MINAT BELI ULANG PRODUK KECAP NASIONAL PADA PD MITRA USAHA TASIKMALAYA

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Title: PENGARUH EKUITAS MERK (BRAND EQUITY) TERHADAP MINAT BELI ULANG PRODUK KECAP NASIONAL PADA PD MITRA USAHA TASIKMALAYA
Author: Kuswara, Sitti Halimah
Abstract: This research is focused on questions wether brand Equity effects on interest to kecap Nasional brand repurchase intention at PD. Mitra Usaha Tasikmalaya. To get a clear picture on the statement, conducted scientific research to test empirically to variable brand equity and interest to repurchase intention. To measure each of the variable used questionnaries influence on the brand equity interests to repurchase intention. Brand equity questionnaire include brand awareness, Perception equality and Brand perception. Futher interest to repurchase intention consisting of interest transactional, Referential interest and Preferential interest. The unit of analisys in this study is a soy product (Kecap Nasional) customers at PD. Mitra Usaha Tasikmalaya working area who have made repurchase intention as many as 100 people. Result of regression analyzes performed showed a significant influence on brand equity interest to repurchase intention by 38.8% Likewise, a positive and significant correlation was found on the brand equity interest to repurchase intention. The study also informs that the factors that effect interest to repurchase intention dominated by brand equity, This is evidenced from the resuts of the regression analysis and significance test showed high contribution to the brand equity interest to repurchase intention, While the influence of the factors not included in this study is relatively small. The results is also recomended to PD. Mitra Usaha Tasikmalaya management in particular to the management of marketing to formulate strategic steps of marketing that focuses on optimizing incrase brand equity in order to maintain and enhance the consumer’s interest to purchasing repeatence, Because the brand equity proved to be quite effective in building interest repurchase intention.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/8137
Date: 2015


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