ANALISIS PENGARUH EQUITAS MERK TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) PADA CV. MENTARI DEMPO INDAH PANGKALPINANG

Abstrak

            This study was to determine the effect of brand equity, namely brand awareness, brand associations, perceived quality, and brand loyalty on purchasing decisions on CV. Mentari Dempo Indah. The method used in this study is descriptive with a quantitative approach with the aim to find the relationship between independent variables and dependent variables using a statistical formula that examines the relationship of brand equity to purchasing decisions CV. Mentari Dempo Indah. The population in this study were 30 white sand residents. The sample in this study amounted to 30 people because if the research subjects were less than 100 people. the results of the study revealed that: (1) there is a significant influence between brand awareness of purchasing decisions, this is proved by the value of t-count> t-table (3,665> 2,04841). (2) There is a significant influence between brand associations on purchasing decisions, this is evidenced by the value of t-count> t-table (2,551> 2,04841). (3) There is a significant influence between the perceived quality of the purchasing decision, this is proved by the value of t-count> t-table (2,187> 2.04841). (4) There is a significant influence between brand loyalty towards purchasing decisions, this is evidenced by the value of t-count> t-table (2,314> 2,04841). (5) The results of the study show that there is a significant influence between brand awareness, brand association, perceived quality, and brand loyalty towards the purchase decision as evidenced by the F-count> F-table (8,763> 2,76).