Pengaruh Ekuitas Merek Pada Niat Untuk Menggunakankembali Jasa Universitas (Penelitian Pada Program Sains Dan Doktor FEB UGM)
DOI:
https://doi.org/10.31959/jm.v5i1.155Keywords:
Loyalitas Merek, Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Niat Menggunakan Kembali.Abstract
Tujuan penulisan ini adalah menguji Faktor ekuitas merek yang terdiri dari loyalitas merek, kesadaran merek,
persepsi kualitas, asosiasi merek. pada niat untuk menggunakan kembali jasa universitas. Dari pembahasan yang
telah dilakukan menggunakan uji reliabilitas dan pengujian koefisien, maka dapat diambil kesimpulan bahwa
Loyalitas merek berpengaruh pada niat menggunakan kembali jasa universitas.Kesadaran merek tidak berpengaruh
pada niat menggunakan kembali jasa universitas.Persepsi kualitas tidak berpengaruh pada niat menggunakan
kembali jasa universitas.Asosiasi merek berpengaruh pada niat menggunakan kembali jasa univeristas.
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