AGUNG, FIRYAL NADA SALSABILA (2025) PENGARUH BRAND EQUITY, DEMOGRAPHIC CHARACTERISTICS, CONSUMER PERCEPTION, EXPERIENCE, DAN PREFERENCES TERHADAP KEPUTUSAN PEMBELIAN IKAN KALENG = THE EFFECT OF BRAND EQUITY, DEMOGRAPHIC CHARACTERISTICS, CONSUMER PERCEPTION, EXPERIENCE, AND PREFERENCES ON CANNED FISH PURCHASE DECISIONS. Thesis thesis, Universitas Hasanuddin.