Measuring Consumer Perceptions through factor analysis. Rangkuti, Freddy, (2002), The Power of Brands (Tehnik Mengelola Brand Equity dan Strategi Pengembangan Merek), Penerbit Gramedia Pustaka Utama, Jakarta Nugroho, Bhuono Agung, (2005), Strategi Jitu Memilih Metode Statistik Penelitian dengan SPSS, Andi Offset, Yogyakarta. Brand Equity Ten Strategi Memimpin Pasar. “Pengaruh Elemen Ekuitas Merek Terhadap Rasa Percaya Diri Pelanggan Di Surabaya Atas Keputusan Pembelian Sepeda Motor Honda.” Majalah Ekonomi, Tahun XVII, No.2 Agustus 2007.ĭurianto, Darmadi, Sugiarto, L.
6, No.1Īstuti, Sri Wahjuni dan Cahyadi, I Gde. “Brand Trust Dalam Konteks Loyalitas Merek: Peran karakteristik Merek, Karakteristik Perusahaan Dan Karakteristik Hubungan Pelanggan-Merek.” Jurnal Manajemen, Vol. Mitra Utama, Jakarta.Īrlan Tjahyadi, Rully. Based on the results of the research, 66.9% of the decision to purchase a Tablet PC in Padang City can be explained by brand awareness, brand association and perceived quality, while the remaining 33.1% is explained by other variables not examined in this research.Īaker, David. The results of this research indicate that brand awareness, brand association and perceived quality have a significant effect on purchasing decisions for tablet PCs in Padang City partially and simultaneously. The data analysis technique used is the Validity Test and Reliability Test, Multiple Linear Regression Analysis, T test, F test, Coefficient of Determination (R2) assisted by SPSS software.
The sampling technique method was accidental sampling, with a sample of 96 people. The population in this research were all consumers who use Tablet PCs in Padang City. This research is conducted in Padang and focusing on consumers using a Tablet PC as objects.
The objective of this research is to determine the effect of brand awareness, brand association and perceived quality on purchasing decisions for Tablet PCs in Padang City.
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