Analisis Pengaruh Brand Awareness, Brand Knowledge Dan Brand Strength Terhadap Keputusan Pembelian Laptop Asus (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta)

• Main Authors: Ridwanto, Dwi (Author), , Muzakar Isa, S.E, M.Si (Author)
• Format: Book
• Published: 2016.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Connect to this object online
• Notes: https://eprints.ums.ac.id/48786/29/NASKAH%20PUBLIKASI.pdf; https://eprints.ums.ac.id/48786/28/HALAMAN%20DEPAN.pdf; https://eprints.ums.ac.id/48786/6/BAB%20I.pdf; https://eprints.ums.ac.id/48786/9/BAB%20II.pdf; https://eprints.ums.ac.id/48786/10/BAB%20III.pdf; https://eprints.ums.ac.id/48786/14/BAB%20IV.pdf; https://eprints.ums.ac.id/48786/15/BAB%20V.pdf; https://eprints.ums.ac.id/48786/19/DAFTAR%20PUSTAKA.pdf; https://eprints.ums.ac.id/48786/22/LAMPIRAN%20-%20LAMPIRAN.pdf; https://eprints.ums.ac.id/48786/30/SURAT%20PERNYATAAN.pdf
• Keywords: HB Economic Theory

Purchasing decisions can be influenced by many factors, including brand awareness, brand knowledge, and barnd sterngth. The object of this research is the students of faculty of Economics and Business, University of Muhammadiyah Surakarta recorded still active and using a laptop ASUS. The purpose of this study was to determine the influence of brand awareness, brand knowledge, and barnd sterngth on purchasing decisions laptop ASUS. Methods of data collection using interviews. Data were analyzed using multiple linear regression. Variable brand awareness and brand knowledge influence on purchase decisions Asus laptop. While brand strength variable does not affect the purchase decision Asus laptop. The independent variables consisting of brand awareness, brand knowledge and brand strength together (simultaneously) significantly influence the purchase decision variable Asus laptop. 52.5% variable Asus laptop purchase decision can be explained by the variable of brand awareness, brand knowledge, and brand strength.