ANALISIS PENGARUH VALUE EQUITY DAN BRAND EQUITY BROWNIES VANNISA TERHADAP KEPUTUSAN PEMBELIAN WISATAWAN DOMESTIK DI KOTA BANDUNG

Gustya, Abyani (2013) ANALISIS PENGARUH VALUE EQUITY DAN BRAND EQUITY BROWNIES VANNISA TERHADAP KEPUTUSAN PEMBELIAN WISATAWAN DOMESTIK DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini dilatarbelakangi oleh maraknya bisnis makanan terutama makanan khas Kota Bandung yang dijadikan buah tangan oleh wisatawan. Brownies merupakan produk yang paling dicari oleh wisatawan. Produksi produk brownies di Kota Bandung sangat bervariatif sehingga perusahaan saling bersaing dalam mendapatkan calon konsumen melalui berbagai strategi. Tujuan penelitian adalah untuk melihat seberapa besar pengaruh variabel value equity (X1) dan variabel brand equity (X2) terhadap keputusan pembelian (Y). Penulis menggunakan metode deskriptif dan verifikatif dengan lokasi penelitian di outlet Brownies Vannisa. Hasil penelitian yang dilakukan kepada 100 orang wisatawan domestik yang membeli produk Brownies Vannisa, menunjukkan bahwa value equity (X1), brand equity (X2) memiliki pengaruh signifikan positif terhadap proses keputusan pembelian (Y) sebesar 40,4%, dan sisanya sebesar 59,6% dipengaruhi oleh variabel lain yang tidak diteliti. Kata Kunci : Value Equity, Brand Equity, Keputusan Pembelian, Brownies Vannisa This research is motivated by many the food business especially Bandung traditional foods used as souvenirs by tourists. Brownies is the most sought after by tourists. Brownies production in Bandung is very varied so that companies compete with each other in getting potential consumers through a variety of strategies. The purpose of research is to see how much influence the equity value equity variable (X1) and brand equity variables (X2) on purchase decisions (Y). The author uses descriptive methods and verification with research sites in outlets Vannisa Brownies. Results of research conducted to 100 domestic tourists who buy products Brownies Vannisa, shows that equity value equity (X1), brand equity (X2) has a significant positive impact on the purchase decision (Y) of 40.4%, and the remaining 59, 6% is influenced by other variables not examined. Keyword : Value Equity, Brand Equity, Purchasing Decision, Brownies Vannisa  

Item Type: Skripsi,Tesis,Disertasi (S1)
Subjects: ?? kat ??
Divisions: ?? kat ??
Depositing User: Riki N Library ICT
Date Deposited: 27 Nov 2013 06:42
Last Modified: 27 Nov 2013 06:42
URI: http://repository.upi.edu/id/eprint/3509

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