Pengaruh Brand Equity Teh Botol Sosro Terhadap Proses Keputusan Pembelian di Kota Bandung

Afif Fazri, Imanuddin Hasbi

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh brand equity Teh Botol Sosro terhadap proses keputusan pembelian di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif kausal, Pengambilan sampel dilakukan dengan metode nonprobability sampling jenis incidental sampling, dengan jumlah responden sebanyak 400 orang. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Berdasarkan hasil pengujian hipotesis secara simultan, brand equity berpengaruh signifikan terhadap proses keputusan pembelian Teh Botol Sosro. Hal ini dibuktikan dengan Fhitung > Ftabel (175,217>2,394). Dengan tingkat signifikansinya 0,000 < 0,05. Berdasarkan hasil uji hipotesis secara parsial (uji t) didapat bahwa variabel brand association, perceived quality dan brand loyalty berpengaruh signifikan terhadap proses keputusan pembelian Teh Botol Sosro di kota Bandung, sedangkan brand awareness tidak berpengaruh signifikan terhadap proses keputusan pembelian. Berdasarkan koefisien determinasi didapat bahwa brand equity Teh Botol Sosro menjelaskan proses keputusan pembelian sebesar 64 % sedangkan 36 % dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini Kesimpulan penelitian ini, brand equity pada Teh Botol Sosro sudah masuk kedalam kategori baik, namun ada beberapa hal yang perlu diperhatikan seperti kemudahan konsumen dalam mendapatkan informasi produk, membangun hubungan dengan konsumen dan menjaga loyalitas konsumen terhadap Teh Botol Sosro. Kata kunci : brand equity, brand awareness, brand association, perceived quality, brand loyalty, proses keputusan pembelian ISSN : 2355-9357 e-Proceeding of Management : Vol.5, No.1 Maret 2018 | Page 943 2 Abstract The purpose of this study was to determine influence of brand equity Teh Botol Sosro to buyer decision process in Bandung City. This study uses quantitative descriptive research-casualty. Sampling technique used was incidental sampling type under non-probability sampling. With the total number of 400 respondents. The data was analyzed descriptively and the hypothesis were tested by using multiple linear regression analysis. Based on the results of simultaneous hypothesis testing brand equity significantly influence buyer decision process . This is proofed by the F-count > F-table (175.217 > 2.394) with a significance level of 0.000 < 0.005. Based on the partial hypothesis test (t-test), the results showed that variable brand association, perceived quality and brand loyalty significantly influenced buyer decision process. Teh Botol Sosro at Bandung City. The results of coefficient of determination showed Teh Botol Sosro’s brand equity was able to explain 64% buyer decision process and the remaining 36 % was influenced by other factors not examined in this research. The conclusion of this research is Teh Botol Sosro’s brand equity has entered into the good category, but there are some thngs to note such as ease consumers in obtaining product information, build relationships with consumers and maintains consumer loyalty of Teh Botol Sosro Keywords : brand equity, brand awareness, brand association, perceived quality, brand loyalty, buyer decision process

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