PSIKOBORNEO

Jurnal Ilmiah Psikologi

PENGARUH EKUITAS MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HERBALIFE DI HAPPINESS CLUB SAMARINDA ( Studi Pada Konsumen Herbalife Di Happiness Club) (PUTRI HANDAYANI)

Submitted by: Handayani, Putri
On: Sep 12, 2019 @ 3:17 PM
IP: 103.31.207.25

  • Judul artikel eJournal: PENGARUH EKUITAS MEREK DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN PRODUK HERBALIFE DI HAPPINESS CLUB SAMARINDA ( Studi Pada Konsumen Herbalife Di Happiness Club)
  • Pengarang (nama mhs): PUTRI HANDAYANI
  • Abstrak (max. 1600 huruf atau 250 kata): This study aims to know whether there is Influence Brand Equity and Perception Quality toward the Purchase Decisions Herbalife Products. This study is quantitative study. The method of collecting the data is using Likert Scale, which Consist of purchase decisions scale, brand equity scale and perception quality scale. The sample of this study is 75 outsider consumer. The data analysis technic is using multiple regression analysis. The result of this study indicates that there is influence Brand Equity and Perception Quality toward the Purchase Decisions Herbalife Products with value of R² = 0.180, and p = 0.001, f-calculate= 7.879 > f-table = 3.12.the addition from the result of regression analysis stages model knows that there is not influence Brand Equity toward the Purchase Decisions Herbalife Products, with the value of Beta = 0.113, t-calculated = 1.058 > t-table = 1.993, and p = 0.294. Then, there is an influence Perception Quality toward the Purchase Decisions Herbalife Products with value of Beta = 0.414, t-calculated > t-table = 1.993 and p = 0.000.
  • Kata kunci (max. 80 huruf atau 10 kata): brand equity, perception quality, purchase decisions
  • NIM: 1202105119
  • Angkatan (tahun masuk, mis. 2009): 2012
  • Program Studi: Psikologi
  • Sumber tulisan: Skripsi
  • Pembimbing: Andreas Agung K, S.Psi., M.A dan Rini Fitriani Permatasari, S.Psi., M.A
  • Nama eJournal: eJournal Psikologi
  • Volume: 7
  • Nomor: 3
  • Tahun: 2019
  • File artikel eJournal (format .doc, max. 2 Mb): jurnal putri (09-12-19-03-17-55).docx (58 kB)
  • File artikel eJournal (format .PDF, max. 5 Mb): jurnal putri (09-12-19-03-17-55).pdf (210 kB)

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