The Impact of Brand Equity on Brand Preference and Purchase Intention of IndiHome Product: SCBTII Proceeding Book The 7th Smart Collaboration for Business in Tehcnology and Information Industries, August 15th-16th 2016

Mario Bettega, Maya Ariyanti

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The reduction of market share of fixed broadband PT Telkom was caused by purchase intention of Indihome product was lower than purchase intention of product from the other competitor. Based on the literature study on the previous research, the variables that had influence to purchase intention were brand equity and brand preference. This research used the model that stated brand equity and brand preference had a positive influence to purchase intention. The data collected by having questionnaire that distributed to to the candidate customer through on line (using google form and SMS). There were 403 respondents. The data analyzed in descriptive and verificative with variance based SEM with SmartPLS 3.0 software. Based on the result of descriptive analysis, the respondents had given the moderate evaluation to the variables, i.e: brand equity (67.04%), brand preference (60.55%), and purchase intention (64,37%). The result of verificative analysis with Partial Least Square, showed that brand equity had a significant positive influence to brand preference, brand equity had a significant positive influence to purchase intention, brand preference had a significant positive influence to purchase intention, also brand equity had a significant positive influence to brand preference and purchase intention direct and indirect. The suggestions that could be proposed were Telkom had to enhanced the dimension of brand equity that had positive effect on brand preference and purchase intention, also the need of adding another variable that had effect on purchase intention for the future research.

Keywords: brand equity, brand preference, purchase intention

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ACCOUNTING
 

Katalog

The Impact of Brand Equity on Brand Preference and Purchase Intention of IndiHome Product: SCBTII Proceeding Book The 7th Smart Collaboration for Business in Tehcnology and Information Industries, August 15th-16th 2016
ISBN: 978-602-73324-1-6
6p.:pdf file.;626KB
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Pengarang

Mario Bettega, Maya Ariyanti
Perorangan
 
 

Penerbit

Fakultas Ekonomi Bisnis - Telkom University
Bandung
2016

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