PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH HITAM GUNUNG DEMPO DI KOTA PAGARALAM

FAJRIAWAN, PRANA and Maulana, Ahmad and Putri, Yulia Hamdaini (2022) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH HITAM GUNUNG DEMPO DI KOTA PAGARALAM. Undergraduate thesis, Sriwijaya University.

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Abstract

This research was conducted to analyze the influence of brand equity concists of a brand awareness, perceived quality, brand association, and brand loyalty to purchasing decision of Teh Hitam Gunung Dempo in Pagaralam City both simultaneously and partially. This study uses primary data obtained through questionnaires, samples taken as many as 100 people using the accidental sampling method. The analysis technique used is multiple linear regression analysis, F test and T test. The results of the research on the F test showed a significant value of 0,000 which means that the independent variables consisting of brand awareness, perceived quality, brand association, and brand loyalty together (simultaneously) have a significant effect on the purchase decision of Teh Hitam Gunung Dempo in Pagaralam City. The variable that has the most dominant influence on purchase decision of Teh Hitam Gunung Dempo in Pagaralam City is brand loyalty with a beta coefficient of 0.499. The T test shows that the brand association variable has no significant effect on purchasing decisions with a significant value of 0,94. The coefficient of R Square is 0.694, which means that the purchase decision of Teh Hitam Gunung Dempo in Pagaralam City is influenced by the brand equity variable of 69.4% while the remaining 30.6% is influenced by other variables not included in this research.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Ekuitas Merek, Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek, Loyalitas merek, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Prana Fajriawan
Date Deposited:	22 Dec 2022 03:42
Last Modified:	22 Dec 2022 03:42
URI:	http://repository.unsri.ac.id/id/eprint/84213

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