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<http://katalog.ukdw.ac.id/id/eprint/2015> <http://purl.org/dc/terms/title> "ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN NIKE DI YOGYAKARTA"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://katalog.ukdw.ac.id/id/eprint/2015> <http://purl.org/ontology/bibo/abstract> "Penelitian ini dilatar - belakangi oleh ketatnya persaingan di industri sport (termasuk sepatu) yang semakin kompetitif. Tujuan dari penelitian ini untuk menguji pengaruh dari elemen-elemen ekuitas merek yang terdiri dari kesadaran merek,asosiasi merek, persepsi kualitas, dan loyalitas merek terhadap keputusan pembelian produk sepatu Nike di kota Yogyakarta. Populasi dalam penelitian ini adalah mahasiswa Universitas Kristen Duta\r\nWacana yang menggunakan sepatu merek Nike dengan jumlah sampel sebanyak 100 responden. Teknik pengambilan sampel yang digunakan adalah sample random sampling. Metode analisis yang dipergunakan dalam penelitian ini adalah prosentase,Uji t,Uji F, dan Regresi Linear Berganda. Dari hasil penelitian menunjukkan kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek berpengaruh positif terhadap keputusan pembelian. Hal ini berarti bahwa ekuitas merek dapat memberikan dorongan bagi seseroang untuk melakukan keputusan pembelian."^^<http://www.w3.org/2001/XMLSchema#string> .
<http://katalog.ukdw.ac.id/id/eprint/2015> <http://purl.org/dc/terms/date> "2016-02" .
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