ANALISIS PENGARUH EKUITAS MEREK DAN CITIZEN BRAND TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SARI ROTI DI INDOMARET KOTA SURAKARTA

Abstract

ABSTRACT : This study aims to determine the influence of the brand equity (brand awareness, brand loyalty, perceived quality, brand association) and citizen brand, and to determine the independent variables which most influence the purchase decision product Sari Roti in the Indomaret City of Surakarta. The method of basic research is descriptive method. The method of determination sample using purposive sampling and quota sampling genres as much as 100 respondent. The method of data analysis is multiple linear regression. The results of this study indicate that as together to brand awareness, brand loyalty, perceived quality, brand association, and citizen brand have an influence on purchasing decision on Sari Roti products. Individually to brand awareness, brand loyalty, brand association, and citizen brand have an influence, but in perceived quality does not affect the purchasing decision of Sari Roti products. The most dominant independent variable affecting is citizen brand variable.
Keywords: Sari Roti, Brand Equity, Citizen Brand, Purchase Decision, Multiple Linear Regression.