ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Konsumen Minuman Isotonik Fatigon Hydro di Purwokerto)

Abstract

This research was based on the phenomenon of the emergence of new brands specifically for isotonic beverage product category. The study problem is "How to influence decision of purchasing the brand equity of an isotonic drink brand Fatigon Hydro?". This study specifically examines the elements of brand equity which consist of brand awareness, brand association, perceived quality, and brand loyalty. The purpose of this study is to analyze the influence of the four elements of brand equity on brand purchasing decisions of Fatigon Hydro isotonic drinks. After doing the literature review and setting up the hypotheses, the present writer collected data by giving questionnaires to 100 Fatigon Hydro isotonic drink customers in Banyumas Regency, especially in Purwokerto, with accidental sampling technique involved. Then the data obtained were analyzed using quantitative and qualitative data analysis methods. Hypothesis testing using the F test showed that the four independent variables under study were found to significantly affect the dependent variable Buying Decision. While hypothesis testing using t test showed that the variable Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty were feasible to test the dependent variable Buying Decision.