ANALISIS EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ADEM SARI SACHET (Studi Kasus PT. Enesis Indonesia di Palembang)

ZARWIN, ZARWIN (2020) ANALISIS EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ADEM SARI SACHET (Studi Kasus PT. Enesis Indonesia di Palembang). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Brand Equity on Purchasing Decisions of Adem Sari Sachet Products of 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. Keywords: Brand Equity, Decision Penelitian ini bertujuan untuk menganalisis pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Produk Adem Sari sachet PT. Enesis Indonesia di Palembang dengan mengukur indikator-indikator yang mempengaruhi variabel Ekuitas Merek, Keputusan Konsumen. Populasi dalam penelitian ini adalah konsumen yang pernah mengkonsumsi larutan penyegar Adem Sari minimal 1 kali berdasarkan keputusan sendiri dengan range usia 19 sampai dengan 50 tahun, sehingga didapatkan 96 responden untuk menjadi sampel penelitian ini. Metode pengumpulan data primer berupa kuesioner dengan menggunakan skala Likert. Metode analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji t, uji f, koefisiensi determinasi, kolerasi antar dimensi serta analisis regresi linear berganda. Berdasarkan hasil analisis data, menujkukkan bahwa variabel ekuitas merek secara parsial dan simultan memiliki pengaruh positif dan signifikan terhadap keputusan pembelian Produk Adem Sari sachet. Kata kunci: Ekuitas Merek, Keputusan

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 20 056
Call Number:	TM/51/21/142
NIM/NIDN Creators:	55117120081
Uncontrolled Keywords:	Ekuitas Merek, Keputusan
Subjects:	200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	26 Oct 2021 02:31
Last Modified:	25 Apr 2022 01:57
URI:	http://repository.mercubuana.ac.id/id/eprint/49852

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