Rifandi, Andi Muhammad Agus (2025) Pengaruh Brand Equity Dan Harga Terhadap Keputusan Pembelian Rokok Elektrik (vape) Studi Pada Pengguna Vape Di Kalangan Mahasiswa Universitas Islam Riau Kota Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine and analyze the influence of brand equity and price on the decision to purchase electronic cigarettes (vape) in a study of vape users among students at the Islamic University of Riau, Pekanbaru City. The population in this study were vape users on the Riau Islamic University campus. The sampling technique in this research used Accidental Sampling and the Lemeshow formula, totaling 97 people. Data collection techniques in this research used questionnaires and documentation. The data analysis technique in this research uses SPSS 26. The results of this research show that brand equity and price have a significant influence on the decision to purchase electronic cigarettes (vapes) in a study of vape users among students at the Islamic University of Riau, Pekanbaru City.

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