PENGARUH EKUITAS MEREK (BRAND EQUITY) TERHADAP KEPUTUSAN PEMBELIAN BENIH TUNAS AGRO DI KABUPATEN BOYOLALI

Abstract

ABSTRACT: This study aims to analyze the effect of brand equity on the decision to purchase Tunas Agro seeds in Boyolali Regency. The basic method used in this research is descriptive and analytical methods. The research location is in Boyolali because it is the marketing area of Tunas Agro. Sampling in this study uses a non-probability sampling method with the type of convenience sampling. The sample is 100 respondents. The data collection tool uses a questionnaire distributed directly to respondents. Testing instruments and data analysis using SPSS 25.0 software. The results showed that brand awareness, brand associations, perceived quality, and brand loyalty together positively influenced the decision to purchase Tunas Agro seeds in Boyolali Regency. Variable brand awareness, brand association, and quality perception partially have a positive effect on the purchase decision of Tunas Agro seeds in Boyolali District, while brand loyalty does not significantly influence the purchase decision of Tunas Agro seeds in Boyolali District. The variable that had the greatest influence on the decision to purchase Tunas Agro seeds in Boyolali was brand association with a regression coefficient of 0.59. This means that brand association is the most encouraging factor and influences the decision to purchase Tunas Agro seeds in Boyolali Regency

Keywords: Celebrity Brand Ambassador, e-WOM, Celebrity Cakes, Purchase Intention