Pengaruh Ekuitas Merek dan Atribut Produk terhadap Keputusan Pembelian pada Konsumen Minyak Goreng di Kota Surakarta

摘要

This study aims to determine the characteristics of edible oil consumer in the supermarket Surakarta and influence awareness / brand association, perceived quality, brand loyalty, brand equity and product attributes to consumer purchase decisions on cooking oil at the supermarket city of Surakarta. Location of the study are in Luwes Nusukan, Luwes Lojiwetan