Kurniawan, Indra (2011) Faktor-Faktor Ekuitas Merek Yang Menentukan Keputusan Pembelian dan Implikasinya Terhadap Loyalitas Konsumen Pada Produk Coca Cola Company di Surabaya. EKSIS Jurnal Ekonomi dan Bisnis, 6 (2). pp. 122-138. ISSN 1907-7513
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Abstract
This research aims to examine brand equity of Coca-cola Companies Product in Surabaya, they are Sprite, Fanta, and Coca-Cola it self. But in this research focusing by the product of coca-cola. Brand equity is measured based on variables developed by Aaker, namely brand awareness, brand association, perceived quality and brand loyalty. In this research using SEM (structural equation model). There are two parts in SEM are structural equation and measurement model equation. For technique analysis using path, to know relationships two construct exogenous and construct endogenous. Keywords: Brand, loyalty
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Lecturer Journal |
| Depositing User: | Users 1 not found. |
| Date Deposited: | 23 Jan 2020 07:30 |
| Last Modified: | 23 Jan 2020 07:30 |
| URI: | http://repository.stiedewantara.ac.id/id/eprint/1024 |
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