PENGARUH BRAND EQUITY DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS RAJAWALI PALEMBANG

KARTIKA, AYU and Maulana, Ahmad (2024) PENGARUH BRAND EQUITY DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS RAJAWALI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to find out whether brand equity and price have a significant effect on purchasing decisions at Starbucks Rajawali Palembang partially and simultaneously. Type of quantitative method research. Sampling used purposive sampling techniques and the lemeshow formula with a sample size of 100 respondents. This research uses primary data in the form of a questionnaire and the data analysis techniques used are t test, F test, multiple linear regression analysis. The results of the t test and F test show that the brand equity and price variables partially and simultaneously have a significant effect on purchasing decisions for Starbucks Rajawali Palembang. The results of the multiple linear regression analysis are that the brand equity variable has an effect of 0.871 and the price variable has an effect of 0.443. The advice given in this research is that Starbucks Rajawali Palembang should continue to improve its well-known brand in order to increase consumer appeal. Apart from that, Starbucks Rajawali Palembang should promote food and drink prices in order to attract consumer buying interest so that consumers will make purchasing decisions. Keywords: Brand Equity, Price, Purchase Decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Equity, Harga, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Ayu Kartika
Date Deposited:	22 Jan 2024 01:46
Last Modified:	22 Jan 2024 01:46
URI:	http://repository.unsri.ac.id/id/eprint/138994

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