Pengaruh Dimensi Brand Equity dan Promosi terhadap Keputusan Pembelian Mie Sedaap Kemasan Bag (Studi Kasus Pada Mahasiswa S1 dan Sekolah Vokasi Universitas Diponegoro)

Abstract

Era of globalization becomes a challenge that must be faced by PT. Wings as a manufacturer of Mie Sedaap packaging bag, due to increasingly fierce competition and consumers have many diverse choices. Based on Top brand Index data, Mie Sedaap packaging bag obtained a value of 13.5% in 2013, then in 2014 increased to 14.4%, then in 2015 increased to 15.9%. But in 2016 the percentage decreased to 12.5% This study aimed to determine the Influence of Brand Equity Dimensions and Promotion on Purchase Decision of Mie Sedaap Packaging Bag. In this study taken a sample of 96 respondents from the entire population of undergraduate students and Vocational School Diponegoro University by using multi stage sampling sampling technique. Measurement scale using Likert scale. Data analysis using simple linear regression test and multiple linear regression test. From result of data analysis known that brand equity category equal to 74% stated enough. Promotion category is known as 52% states quite interesting. Variable brand equity effect on purchasing decision equal to 51,2%. Promotion variables affect the purchase decision by 19.2%. Brand equity and promotion variables affect the purchase decision by 51.2%. This means that the better the brand equity and promotion, it is expected to improve purchasing decisions.