ANALYSIS OF BRAND EQUITY ON BUYING DECISION OF SACHETED ADEM SARI ON PT. ENESIS INDONESIA IN PALEMBANG

Main Article Content

Zarwin Zarwin
Sri Hartono

Abstract

This study aims to Analysis of Brand Equity on Buying Decision of Sacheted Adem Sari On PT. Enesis Indonesia in Palembang by measuring indicators that influence the Brand Equity variable, Consumer Decision. The population in this study are consumers who have consumed Adem Sari refresher at least 1 time based on their own decision with an age range of 19 to 50 years, so that 96 respondents were obtained to become the sample of this study. The primary data collection method is in the form of a questionnaire using a Likert scale. Data analysis methods used are validity test, reliability test, t test, f test, coefficient of determination, correlation between dimensions and multiple linear regression analysis. Based on the results of data analysis, it shows that the brand equity variable partially and simultaneously has a positive and significant influence on the purchasing decision of Adem Sari Sachet Products.

Article Details

Section
Articles

References

Aaker, David A. (2014). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Ferdinand, Augusty. (2014). Metode Penelitian Manajemen. Pedoman Penelitian untuk Penulisan Skripsi, Tesis, dan Disertasi Ilmu Manajemen. Edisi Kelima. Badan Penerbit Universitas Diponegoro. Semarang.
Ghozali, I. (2012). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 19. Semarang: Undip.
Kiling, Christika, & Tumewu, Ferdinand F. J. (2017). The Effect of Brand Equity and Prodcut Quality Toward Consumer's Purchase Decision (Case Study: J.co Donuts & Coffee Manado). Jurnal EMBA.
Kim, Renee B. (2012). Determinants of brand equity for credence goods:
Kotler, P. (2016). Manajemen Pemasaran. Edisi ke-13, Jilid 1. Terjemahan: Bob Sabran. Jakarta: Erlangga.
Linda, A., 2017. Faktor-faktor yang Berhubungan dengan Diare pada Balita di Wilayah Kerja Puskesmas Harapan Baru Kecamatan Loa Janan Ilir Kota Samarinda. Kesmas Wigama Jurnal Kesehatan Masyarakat. Vol 03 (02): 98-106
Novella Tantia Putri, (2018). Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Konsumen (Studi Pada Konsumen Minuman Isotonik Pocari Sweat Di Pontianak)Jurnal Manajemen Update Vol 3, No 4 (2014).
Salman Alfarisi, Nuning Setyowati, Setyowati Setyowati (2019). Pengaruh Elemen Ekuitas Merek Terhadap Keputusan Pembelian Produk Kopi Sadari Kopi Di Kota Surakarta. Jurnal agribisnis terpadu Vol 12, No 2 (2019)
Target Penjualan Adem Sari 2018. Diterima dari: https://enesis.com/id/berita-kegiatan/page/3/
Top Brand Index 2018. Diterima dari: https://www.topbrand-award.com/top-brand-index/
Wiastuti, R.D., & Kimberlee, S. (2018). Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Di Simetri Coffee Roaster Puri, Jakarta. Jurnal Pariwisata. Vol. 5, No. 2. Pp. 133-146. Doi: 10.31311/Par.V5i2.4428