ANALISIS BRAND EQUITY KECAP BANGO DAN KECAP ABC TERHADAP KEPUTUSAN PEMBELIAN DI SUPERMARKET KOTA SURAKARTA

Abstract

Abstract: The aims of this research is to know the influence of variable brand equity that brand awareness, the brand associations, the perceived quality, and brand loyalty against the decision of the purchase of Bango or ABC soy sauce, knowing the variable brand equity that influence consumer buying decision against dominant Bango or ABC soy sauce, as well as explain and compare the differences of brand equity Bango and ABC soy sauce in supermarket of Surakarta. Research techniques and the determination of each sample is the survey and judgement sampling with a total sample of 50 for each brand. The technique of collecting data through observation, interview and questionnaire that have tested the validity and reliability. The analysis of the data used is the analysis of multiple regression test and Independent Sample T-test. The results of this research indicate that: (1) variable brand equity influential simultaneously against a purchasing decision of Bango soy sauce or ABC soy sauce with p value each amounting to 0.000 < 0.05 (2) Variable association of the brand dominant and influential positive against the decision of the purchase value as seen from Bango soy sauce beta coefficient regression of the most high and namely 0.569. (3) the Variable perceived of quality dominant and influential positive towards purchasing decision ABC soy sauce as seen from the value of the coefficient of the regression beta of the most high and positive namely 0.433. (4) there is no significant difference between brand equity Bango soy sauce and ABC soy sauce seen from equal variance assumed significance worth 0.261 > 0.05.