Pengaruh Customer Based Brand Equity(CBBE) Merek Snack Terhadap Keputusan Pembelian Konsumen Pelajar di Kabupaten Grobogan Jawa Tengah

SUCIARTO, SENTOT and WIDYANTO, MARKUS and Untari, Rustina Pengaruh Customer Based Brand Equity(CBBE) Merek Snack Terhadap Keputusan Pembelian Konsumen Pelajar di Kabupaten Grobogan Jawa Tengah. JEMAP. ISSN 2622-612X

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Abstract

The marketing of corn competitive product in Grobogan Regency was developed by increasing its value added by making corn snack. This research was done in Grobogan Regency toward 180 students comprising Elementary School, Yunior and Senior High School, each 60 respondents consuming corn snack. Using regression analysis, it was known that there is significant influence from variables constructing Customer Based Brand Equity (CBBE) by Keller. Variables which influence positive and significant were Brand Imagery, Brand Performance and Brand Resonance. It was found that R equals 0.551 and adjusted R square or determinant coefficient was 0.279 or influence of CBBE toward BuyingDecision was 27.9 percent.

Item Type: Article
Subjects: 600 Technology (Applied sciences) > 650 Management > 659 Advertising and public relations > Brands
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Mrs Rikarda Ratih
Date Deposited: 26 Feb 2019 03:22
Last Modified: 27 Feb 2019 04:06
URI: http://repository.unika.ac.id/id/eprint/18016

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