Hardianto, Bimo and Ananto Basuki,, SE., MM., CMA. (2021) Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Pada Starbucks Coffee Di Malang City Point (Studi Pada Konsumen Starbucks Coffee di Malang City Point). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh elemen ekuitas merek yang terdiri dari empat dimensi yaitu kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek terhadap keputusan pembelian konsumen. Sampel penelitian ini adalah 100 responden penguunjung di gerai Starbuks Coffee di Malang City Point. Data penelitian ini dianalisis menggunakan regresi linier berganda dengan program SPSS. Hasil penelitian menunjukkan bahwa elemen ekuitas merek yang terdiri dari kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek berpengaruh siknifikan baik secara parsial maupun simultan terhadap keputusan pembelian. Dari hasil perhitungan koefisien determinasi dapat diketahui bahwa elemen ekuitas merek mempengaruhi keputusan pembelian sebesar 80,2%, sedangkan sisanya dipengaruhi oleh faktor lain yang tidak diteliti. Implikasi dari penelitian ini adalah perlunya meningkatkan kualitas dan mutu produk Starbuck sesuai dengan yang diharapkan konsumen. Selanjutnya manajemen Starbuks Coffee di Malang City Point juga dapat meningkatkan kenyamanan pengunjung saat mengkonsumsi produk di Starbuck dengan cara memperhatikan lagi tata kelola ruangan yang lebih sesuai dengan konsep dengan memprioritaskan kenyamanan pengunjung.
English Abstract
This study aims to analyze the effect of brand equity elements consisting of four dimensions, namely brand awareness, brand associations, perceived quality, and brand loyalty on consumer purchasing decisions. The sample of this study was 100 respondents who visited the Starbuks Coffee outlet in Malang City Point. The data of this study were analyzed using multiple linear regression with the SPSS program. The results showed that the elements of brand equity consisting of brand awareness, brand association, perceived quality, and brand loyalty have a significant effect either partially or simultaneously on purchasing decisions. From the results of the calculation of the coefficient of determination, it can be seen that the brand equity element influences purchasing decisions by 80.2%, while the rest is influenced by other factors not examined. The implication of this research is the need to improve the quality and quality of Starbucks products as expected by consumers so that they can be superior compared to other brands. Furthermore, the management of Starbucks Coffee at Malang City Point can also increase the comfort of visitors when consuming products at Starbucks by paying more attention to room management that is more in line with the concept by prioritizing visitor comfort.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 542 |
| Uncontrolled Keywords: | ekuitas merek, keputusan pembelian, hubungan konsumen. brand equity, purchasing decisions, consumer relations. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | PKN 01 UB |
| Date Deposited: | 15 Jun 2023 04:08 |
| Last Modified: | 15 Jun 2023 04:08 |
| URI: | http://repository.ub.ac.id/id/eprint/201705 |
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