Keputusan pembelian konsumen buku k13 PT Gramedia di Indramayu, Jawa Barat di tinjau dari perspektif brand equity dan relationship marketing
DOI:
https://doi.org/10.32670/fairvalue.v4iSpesial%20Issue%205.1708Keywords:
Brand equit; Indramayu; Purchase decision; Relationship marketing.Abstract
This study aims to determine the effect of brand equity and relationship marketing on
consumer purchasing decisions for 2013 curriculum books at PT. Gramedia marketing
area of Indramayu Regency. The research method used is descriptive quantitative with
explanatory survey design. The population in the study was junior high school who
purchased the 2013 curriculum books, totaling 75 schools. Collecting data using a
questionnaire containing instruments or indicators for analysis. The data analysis
technique used is multiple regression with t test and F test to test the research hypothesis.
The results showed that brand equity and relationship marketing have a positive and
significant influence on consumer purchasing decisions for 2013 curriculum books at PT.
Gramedia marketing area of Indramayu Regency either simultaneously or partially. The
limitation of this study is that the independent variables cannot provide comprehensive
answers to answer purchasing decision problems. Research findings are empirical
evidence that can be used as a review to improve purchasing decisions or relevant
management topics.
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