| dc.contributor.author | Noviastuti, Devina | |
| dc.date.accessioned | 2025-07-25T02:51:50Z | |
| dc.date.available | 2025-07-25T02:51:50Z | |
| dc.date.issued | 2015 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/8406 | |
| dc.description | The purpose of this research is to analyze the effect of brand equity towards consumers buying interest Madame Chang Surabaya. The population of the research is the consumers of Madame Chang Surabaya. The research method which is used is quantitative. Dependent variable used is buying interest . Independent variable which are used is brand awareness, brand association, perceived quality, and brand loyalty. The technique of collecting data in this research is done by distributing questionnaire with likert scale. Based on the result of data analysis, the elements of brand equity bring positive effects towards consumers buying interest Madame Chang Surabaya. | en_US |
| dc.description.abstract | Penelitian ini bertujuan untuk menganalisa pengaruh brand equity terhadap minat beli konsumen Madame Chang di Surabaya. Populasi dalam penelitian ini adalah konsumen Madame Chang di Surabaya. Metode penelitian yang digunakan adalah kuantitatif. Variabel dependen yang digunakan adalah minat beli. Variabel independen yang digunakan terdiri dari brand awereness, brand association, perceived quality , dan brand loyalty . Teknik pengumpulan data dalam penelitian ini dilakukan dengan membagikan kuesioner yang menggunakan skala likert. Berdasarkan hasil analisis data, dapat disimpulkan bahwa variabel elemen-elemen brand equity secara bersama-sama berpengaruh positif dan signifikan terhadap minat beli konsumen Madame Chang di Surabaya. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | Brand Awareness | en_US |
| dc.subject | Brand Association | en_US |
| dc.subject | Perceived Quality | en_US |
| dc.subject | Brand Loyalty | en_US |
| dc.subject | Minat Beli | en_US |
| dc.subject | Buying Interest | en_US |
| dc.title | i TUGAS AKHIR ANALISIS PENGARUH BRAND EQUITY TERHADAP MINAT BELI KONSUMEN MADAME CHANG SURABAYA | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 40111004 | |
| dc.identifier.dosenpembimbing | Sandy Wahyudi Tanudjaja | |
