relation: https://eprints.untirta.ac.id/50803/
title: PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN  PEMBELIAN KOPI KEMASAN SIAP MINUM GRANITA  (Suatu Kasus pada Konsumen di Desa Saga, Kecamatan Balaraja,  Kabupaten Tangerang)
creator: Azzahra, Andita Mauren
subject: S Agriculture (General)
description: This research was based on the emergence of competition among new brands, particularly in the ready-to-drink packaged coffee product category. The study aimed to examine the influence of brand equity on purchasing decisions for ready-to-drink packaged coffee, using a case study of consumers in Desa Saga, Balaraja District, Tangerang Regency. Brand equity in this study included the dimensions of brand awareness, perceived quality, brand associations, and brand loyalty. A quantitative method with a survey approach was used by distributing questionnaires to 50 respondents who were active consumers of Granita coffee. The data were analyzed using multiple linear regression. The results showed that brand equity simultaneously had a significant influence on purchasing decisions. The test results indicated that the variables of brand awareness, perceived quality, and brand associations did not have a significant effect on purchasing decisions. However, the brand loyalty variable had a significant and positive influence on purchasing decisions and was the dominant variable, with the highest partial determination coefficient compared to brand awareness, perceived quality, and brand association. This indicated that the stronger the consumer loyalty toward the Granita coffee brand, the greater the impact on purchasing decisions.
date: 2025
type: Thesis
type: NonPeerReviewed
format: text
language: en
identifier: https://eprints.untirta.ac.id/50803/1/Andita%20Mauren%20Azzahra_4441210186_Fulltext.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/50803/3/Andita%20Mauren%20Azzahra_4441210186_02%20%28isi%20BAB%20II%29.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/50803/4/Andita%20Mauren%20Azzahra_4441210186_03%20%28isi%20BAB%20III%29.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/50803/5/Andita%20Mauren%20Azzahra_4441210186_04%20%28isi%20BAB%20IV%29.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/50803/6/Andita%20Mauren%20Azzahra_4441210186_05%20%28isi%20BAB%20V%29.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/50803/7/Andita%20Mauren%20Azzahra_4441210186_Ref%20%28isi%20Daftar%20Pustaka%29.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/50803/8/Andita%20Mauren%20Azzahra_4441210186_Lamp%20%28isi%20Lampiran%29.pdf
format: text
language: en
identifier: https://eprints.untirta.ac.id/50803/17/Andita%20Mauren%20Azzahra_4441210186_01%20%28isi%20dari%20Cover%20s.d%20BAB%201%29.pdf
identifier:   Azzahra, Andita Mauren  (2025) PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KOPI KEMASAN SIAP MINUM GRANITA (Suatu Kasus pada Konsumen di Desa Saga, Kecamatan Balaraja, Kabupaten Tangerang).  S1 thesis, Universitas Sultan Ageng Tirtayasa.