| NIM | A1A019052 |
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| Namamhs | DHORIFATUL NGALIMAH |
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| Judul Artikel | Pengaruh Ekuitas Merek terhadap Keputusan Pembelian Jamu Tolak Angin PT. Sido Muncul (Studi Kasus Masyarakat Kota Purwokerto) |
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| Abstrak (Bhs. Indonesia) | Saat ini perusahaan jamu tradisional menghadapi persaingan merek yang semakin meningkat, merek dipandang sebagai andalan perusahaan. Perusahaan telah menyadari pentingnya merek yang dapat memberikan gambaran khusus kepada pengguna sebagai tonggak kesuksesan produknya. Perusahaan berlomba-lomba untuk dapat membentuk ekuitas merek produknya agar lebih menarik minat beli konsumen. Penelitian ini bertujuan untuk: (1) mengetahui pengaruh ekuitas merek secara parsial dan simultan terhadap keputusan pembelian jamu tolak angin. (2) mengetahui variabel yang paling dominan pengaruhnya terhadap keputusan pembelian jamu tolak angin. (3) mengetahui variabel ekuitas merek yang mempunyai pengaruh dominan terhadap keputusan pembelian. Penelitian dilaksanakan di 4 kecamatan di Purwokerto yaitu Purwokerto Utara, Purwokerto Barat, Purwokerto Selatan dan Purwokerto Timur. Penelitian dilaksanakan dari bulan Juni sampai Juli 2023. Penelitian dilakukan dengan menggunakan metode survei yaitu dengan penyebaran angket/kuesioner kepada konsumen jamu tolak angin. Metode pengam bilan sampel secara accidental sampling dengan jumlah responden sebanyak 100 orang. Teknik analisis data yang digunakan untuk menjawab hipotesis penelitian adalah uji regresi berganda. Hasil penelitian menunjukkan bahwa: (1) Kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek secara bersama-sama berpengaruh positif terhadap keputusan pembelian jamu tolak angin. (3) Variabel Kesadaran merek, asosiasi merek, persepsi kualitas dan loyalitas merek secara parsial berpengaruh positif terhadap keputusan pembelian jamu tolak angin. (2) Variabel ekuitas merek yang paling dominan pengaruhnya terhadap keputusan pembelian jamu tolak angin adalah loyalitas merek (brand loyalty) yang mempunyai nilai koefisien regresi tertinggi sebesar 0,785. |
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| Abtrak (Bhs. Inggris) | Currently traditional herbal medicine companies are facing increasing brand competition, the brand is seen as the mainstay of the company. The company has realized the importance of a brand that can provide a special image to users as a milestone in the success of its products. Companies are competing to be able to form the brand equity of their products in order to attract more consumers to buy. This study aims to: (1) determine the partial and simultaneous effect of brand equity on the purchasing decision of Jamu Tolak Angin. (2) find out the variable that has the most dominant influence on the purchasing decision of Jamu Tolak Angin. (3) determine the brand equity variable that has a dominant influence on purchasing decisions. The research was conducted in 4 sub-districts in Purwokerto namely North Purwokerto, West Purwokerto, South Purwokerto and East Purwokerto. The research was conducted from June to July 2023. The research was conducted using a survey method, namely by distributing questionnaires to consumers of herbal medicine tolak angin. Sampling method by accidental sampling with a total of 100 respondents. The data analysis technique used to answer the research hypothesis was multiple regression test. The results showed that: (1) Brand awareness, brand association, perceived quality and brand loyalty all together had a positive effect on the purchasing decision of Jamu Tolak Angin. (3) Variables Brand awareness, brand association, perceived quality and brand loyalty partially have a positive effect on the purchasing decision of Jamu Tolak Angin. (2) The brand equity variable that has the most dominant influence on the purchasing decision of Jamu Tolak Angin is brand loyalty, which has the highest regression coefficient value of 0.785. |
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| Kata kunci | Ekuitas merek, keputusan pembelian |
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| Pembimbing 1 | Dr.Ir Suyono S.P.,M.P |
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| Pembimbing 2 | Sunendar, S.P.M.Sc |
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| Pembimbing 3 | |
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| Tahun | 2023 |
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| Jumlah Halaman | 16 |
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| Tgl. Entri | 2023-08-22 19:22:38.134982 |
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