The impact of brand equity towards customers’ purchase intention at pt sukses jaya aluminium medan

Tanny, Enrico Sebastian (2019) The impact of brand equity towards customers’ purchase intention at pt sukses jaya aluminium medan. Bachelor thesis, Universitas Pelita Harapan.

	Text (Title) Title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Abstract) Abstract.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (803kB) | Preview
	Text (ToC) ToC.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
Preview	Text (Chapter1) Chapter1.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2) Chapter2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (6MB)
	Text (Chapter3) Chapter3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)
	Text (Chapter4) Chapter4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (7MB)
	Text (Chapter5) Chapter5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
Preview	Text (Bibliography) Bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Appendices) Appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (4MB)

Abstract

In today‘s business landscape, many firms are forced to come up with unique strategies to survive in such hyper-competitive market. Branding is one of the strategies that improve marketing in a business. Therefore, the purpose of this research is to find out whether brand equity has any impact towards customers‘ purchase intention at PT. Sukses Jaya Aluminium Medan. It has been argued that brand is considered as a valuable asset for marketing and the value of a particular brand is often referred as brand equity. Furthermore, many previous works of literatures also assumed that brand equity has a positive impact on customers‘ purchase intention. This research is using a quantitative approach and IBM SPSS Statistics V.22 software to display results of statistical analysis conducted in this research. 58 respondents, that are gathered from company‘s customers would be selected conveniently and asked to participate by answering questionnaires Using hypothesis z-test analysis, it is revealed that the alternate hypothesis is accepted as the ztest (6.46) has the higher value than ztable (1.96). Furthermore, based on results from correlation analysis in this research, it is found out that the correlation between brand equity and purchase intention is strong and positive. By the results attained from this research, the writer suggested the company should improve aspects regarding brand awareness and association since those two aspects scored the lowest value compared to other brand equity‘s elements. Besides, the company might elaborate branding strategies to increase company‘s brand equity.

Actions (login required)

View Item