ANALISIS PENGARUH ASOSIASI MEREK TERHADAP KESEDIAAN SESEORANG MEMBAYAR HARGA PREMIUM (STUDI KASUS SEPATU OLAH RAGA DI SEMARANG)

SIMEN, VINSENSIUS KEVIN (2013) ANALISIS PENGARUH ASOSIASI MEREK TERHADAP KESEDIAAN SESEORANG MEMBAYAR HARGA PREMIUM (STUDI KASUS SEPATU OLAH RAGA DI SEMARANG). Other thesis, Prodi Manajemen Unika Soegijapranata.

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Abstract

Brand association is one part of the brand equity, which reflects the brand association to the brand image of a particular impression and be able to shape the perception of the consumer or user of the product. And for the price premium alone is where someone willing to pay more for the branded product. The research objective was to determine the effect of brand associations on a person's willingness to pay a premium price (case study of Semarang sports shoes). The study was conducted in the area of Semarang with population and sample collection was done by purposive sampling with a sample of customers in the high school basketball player, Universitas Katolik Soegijopranata, where the consumer is a person who buys and uses basketball sneakers. And the data collected through the questionnaire on 100 respondents. From the research on causality test, indicates that the variable has a positive effect on brand associations consumers acceptableresponse

Item Type: Thesis (Other)
Subjects: > 650 Management > 658 Management > Budgetting
> 650 Management > 658 Management > Job analysis
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Mrs Christiana Sundari
Date Deposited: 08 Sep 2015 21:11
Last Modified: 08 Sep 2015 21:11
URI: http://repository.unika.ac.id/id/eprint/2104

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