ANALISIS KOMPONEN EKUITAS MEREK TEH PUCUK HARUM TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN KONSUMEN DI PASAR SWALAYAN KOTA SURAKARTA

Abstract

ABSTRACT: This study aims to determine the effect of the brand equity component on decision to buy Pucuk Harum Tea in the Surakarta City Supermarkets. The location was purposively chosen in Surakarta City. The sampling method used was a convenience sampling method with 100 respondents. This research used multiple linear regression analysis using the SPSS program. The results indicated that the perceived quality and brand loyalty variables influence purchasing decisions, while brand awareness and brand associations have no effect on purchasing decisions.

Keywords: Brand Equity, Purchasing Decision, Pucuk Harum Tea, Surakarta