NDLI: Pengaruh Brand Equity Teh Botol Sosro Terhadap Proses Keputusan Pembelian Di Kota Bandung

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Pengaruh Brand Equity Teh Botol Sosro Terhadap Proses Keputusan Pembelian Di Kota Bandung

Content Provider	Semantic Scholar
Author	Fazri, Afif Hasbi, Imanuddin
Copyright Year	2018
Abstract	Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh brand equity Teh Botol Sosro terhadap proses keputusan pembelian di Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif kausal, Pengambilan sampel dilakukan dengan metode nonprobability sampling jenis incidental sampling, dengan jumlah responden sebanyak 400 orang. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Berdasarkan hasil pengujian hipotesis secara simultan, brand equity berpengaruh signifikan terhadap proses keputusan pembelian Teh Botol Sosro. Hal ini dibuktikan dengan Fhitung > Ftabel (175,217>2,394). Dengan tingkat signifikansinya 0,000 F-table (175.217 > 2.394) with a significance level of 0.000 < 0.005. Based on the partial hypothesis test (t-test), the results showed that variable brand association, perceived quality and brand loyalty significantly influenced buyer decision process. Teh Botol Sosro at Bandung City. The results of coefficient of determination showed Teh Botol Sosro’s brand equity was able to explain 64% buyer decision process and the remaining 36 % was influenced by other factors not examined in this research. The conclusion of this research is Teh Botol Sosro’s brand equity has entered into the good category, but there are some thngs to note such as ease consumers in obtaining product information, build relationships with consumers and maintains consumer loyalty of Teh Botol Sosro Keywords : brand equity, brand awareness, brand association, perceived quality, brand loyalty, buyer decision process
File Format	PDF HTM / HTML
Volume Number	5
Alternate Webpage(s)	https://libraryeproceeding.telkomuniversity.ac.id/index.php/management/article/download/5957/5936
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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