ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN GETUK TRIO DI KOTA MAGELANG

Abstract

Abstract : This research aims to know determine the effect of brand equity on the purchase decision of Getuk Trio in Magelang City. The basic methods used in this research are descriptive and analytical. The method of determining the location of research is purposive in the city of Magelang. The sampling method used is the nonprobability sampling method with 115 respondents. The analysis uses is multiple linear regression analysis using the SPSS program. Measurement of research variables using a Likert scale. The results of multiple linear regression analysis show that brand association and brand loyalty variables influence the purchase decisions of Getuk Trio, while brand awareness and perceived quality do not affect the purchase decisions of Getuk Trio. Variable components of brand equity consisting of brand awareness, brand association, perceived quality, and brand loyalty together influence the purchase decision of Getuk Trio in Magelang City.

Keyword: Brand Equity, Purchase Decision, Getuk Trio, Magelang City