Abstract
Abstrack
 
 This research is intended to analyze the influence of brand equity on the consumer buying behavior. The respondents consist of 100 electronic user in Regional Province of Yogyakarta. Questionnaire are used to collect data from the respondents and the data were analized by Multiple Regression Analysis. The result of the study indicate that: (i). brand equity has significant influence on the consumer buying behavior (ii). brand loyalty has dominant influence on the custumer buying behavior.
 
 Keywords: Brand Equity, Consumer Buying Behavior. Electronic User, Multiple Regression Analysis
 
Full Text 
Sign-in/Register to access full text options
Sign-in/Register to access full text options 
Published version (
Free)
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
