ANALISIS PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SARI BUAH DALAM KEMASAN DI SUPERMARKET KOTA SURAKARTA (KASUS PADA SARI BUAH DALAM KEMASAN MEREK BUAVITA)

Abstract

Abstract: This study aims to determine the effect of brand equity variables, namely brand awareness, perceived quality, brand associations and brand loyalty to the purchase decision of fruit juice in pack with Buavita brand simultaneously and partially and know the most dominant brand equity variables affect purchasing decisions. The bacsic method of this research is descriptive analytic. The research technique of sample determination is survey and judgment sampling with sample number was 100 responden.Data analysis used in this research is multiple linear regression analysis using SPSS.The results showed that: brand equity variables consist, perceived quality, brand associations and brand loyalty partially have an influence on purchase decision  Buavita brand, but brand awareness haven’t an influence on purchase decision of Buavita brand. Brand equity variables consist brand awareness, quality perceptions, brand associations and brand loyalty simultaneously have an influence on purchase decision of Buavita brand in Supermarket of Surakarta regency. Based on the highest Beta Coefficient, the most dominant variable influencing on purchasing decision of Buavita brand is Brand Loyalty.

Keywords:Multiple Regression Analysis, Brand Equity, Purchasing decision, Supermarket