PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN TEH BOTOL SOSRO PADA MAHASISWA JURUSAN PENDIDIKAN EKONOMI UNDIKSHA 2015

Penulis

  • Komang Suharyani .
  • Drs. I Made Nuridja, M.Pd. .
  • Dr. Iyus Akhmad Haris,M.Pd .

DOI:

https://doi.org/10.23887/jjpe.v5i1.6375

Abstrak

Penelitian ini bertujuan untuk mengetahui pengaruh(1)Ekuitas merek secara parsial terhadap keputusan pembelian produk minuman Teh Botol Sosro ditinjau dari dimensi kesadaran merek, asosiasi merek, loyalitas merek dan persepsi kualitas merek,(2)Ekuitas merek secara simultan terhadap keputusan pembelian pembelian produk minuman Teh Botol Sosro. Penelitian ini termasuk dalam jenis penelitian deskriptif kuantitatif. Data dikumpulkan dengan metode kuisioner, yang selanjutnya dianalisis menggunakan analisis regresi berganda menggunakan SPSS 17.0 for windows yang meliputi uji t dan uji F. Hasil penelitian menunjukkan bahwa(1)Ekuitas merek berpengaruh signifikan terhadap keputusan pembelian produk minuman Teh Botol Sosro ditinjau dari dimensi kesadaran merek, asosiasi merek, loyalitas merek dan persepsi kualitas merek,ini ditunjukkan dengan nilai thitung=3,475>ttabel=1,9893 ataup-value=0,001<α=0,05 untuk kesadaran merek, nilaithitung=3,181>ttabel=1,9893 ataup-value=0,002<α=0,05 untuk asosiasi merek,nilaithitung=2,476>ttabel=1,9893 ataup-value=0,015<α=0,05 untuk loyalitas merek dan nilaithitung=2,677>ttabel=1,9893 ataup-value=0,009<α=0,05 untuk persepsi kualitas produk;(2)Ekuitas merek berpengaruh signifikan secara simultan terhadap keputusan pembelian produk minuman Teh Botol Sosro,hal tersebut ditunjukkan dari hasil analisis Ftes yang menunjukkan bahwa nilaiFhitung=61,440>Ftabel=2.325 ataup-value=0.000<α=0,05.
Kata Kunci : Ekuitas merek, Keputusan pembelian

This study was aimed to identify (1) Equity partially brands on product purchasing decisions Tea beverage bottle Sosro terms of the dimensions of brand awareness , brand association , brand loyalty and perceived quality of the brand,(2) Brand equity simultaneously against the decision of purchasing the product purchase tea drinks bottle Sosro. This study is included in the quantitative descriptive research. The data collected by questionnaires methods, and then analyzed by multiple regression analysis using SPSS 17.0 for Windows which includes t test and F test. The results showed that (1) Equity partially brands on product purchasing decisions Tea beverage bottle Sosro terms of the dimensions of brand awareness , brand association , brand loyalty and perceived quality of the brand, this is indicated by the value of t-count = 3,475> t-table = 1,9893 or p-value = 0,001<α = 0.05 for the brand awareness, the value of t-count = 3,181> t-table = 1,9893 or p-value = 0,002<α = 0.05 for the brand association, the value of t-count = 2,476> t-table = 1,9893 or p-value = 0,015<α = 0.05 for the brand loyalty and the value of t-count = 2,677> t-table = 1,9893 or p-value = 0,009<α = 0.05 for the perceived quality of the brand;(2) Brand equity simultaneously against the decision of purchasing the product purchase tea drinks bottle Sosro, it is indicates from the value of F-count =61,440>F-table =2.325 or p-value =0,000<α=0,05.
keyword : Brand equity , purchase decision

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2016-01-28

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