PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KOPI KEMASAN SIAP MINUM MEREK GOOD DAY DI KOTA SURAKARTA

Abstract

The increasing consumption of Indonesian coffee and accompanied by the need for practicality in life has triggered the number of ready-to-drink coffee brands, causing competition between ready-to-drink coffee brands to become increasingly tight. To face this competition, a strong product brand or a strong brand equity. Brand equity will influence consumer confidence and loyalty in their purchasing decisions. The purpose of this research is to find out the influence of brand equity on the purchase decision of Good Day’s ready to drink coffee in Surakarta City. The basic method used is causal comparative. The research location is in Surakarta City. Sampling was carried out by accidental sampling, totaling 125 respondents with the criteria of being at least 17 years old and having purchased Good Day’s ready to drink coffee in Surakarta City at least twice. The data analysis used was multiple linear regression analysis with the help of IBM SPSS Statistic 22 software. The results showed that the variables of brand awareness, perceived quality, brand loyalty, and brand association together had a significant effect on purchasing decisions for Good Day’s ready to drink coffee in Surakarta City. The individual brand awareness variable has no significant effect on purchasing decisions for the Good Day’s ready to drink coffee in Surakarta City. While the variables perceived quality, brand association and brand loyalty each individually significantly influence the purchase decision of Good Day’s ready to drink coffee in Surakarta City.

Keywords : ready to drink coffee, Good Day, brand equity, purchase decision