Budiman, Arif (2022) Pengaruh Brand Equity Dan Word Of Mouth Terhadap Keputusan Pembelian Laptop Acer Pada Mahasiswa Fakultas Ekonomi & Bisnis Universitas Islam Riau. Other thesis, Universitas Islam Riau.
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Abstract
This study aims to determine and analyze the effect of brand equity and word of mouth on purchasing decisions from acer laptop customers. The object of this research is consumers who use laptops at the Islamic University of Riau, Faculty of Economics. This research is a descriptive study and uses a purposive sampling method, namely as many as 93 samples. The simultaneous hypothesis testing shows that brand equity and word of mouth have a significant effect on purchasing decisions. To test the hypothesis partially shows that brand equity has a significant effect on purchasing decisions, and word of mouth has a significant
| Item Type: | Thesis (Other) | ||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | > Manajemen | ||||||
| Depositing User: | Hidayat Romi UNILAK | ||||||
| Date Deposited: | 08 Sep 2022 13:24 | ||||||
| Last Modified: | 08 Sep 2022 13:24 | ||||||
| URI: | http://repository.uir.ac.id/id/eprint/15028 |
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