eprintid: 50803
rev_number: 19
eprint_status: archive
userid: 4208
dir: disk0/00/05/08/03
datestamp: 2025-07-09 03:54:02
lastmod: 2025-07-11 04:18:39
status_changed: 2025-07-11 04:18:39
type: thesis
metadata_visibility: show
creators_name: Azzahra, Andita Mauren
creators_id: 4441210186
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Bukhari, Ahmad
contributors_name: Sariyoga, Setiawan
contributors_id: 197103092005011003
contributors_id: 197502062005011003
corp_creators: Universitas Sultan Ageng Tirtayasa
corp_creators: Fakultas Pertanian
corp_creators: Jurusan Agribisnis
title: PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN
PEMBELIAN KOPI KEMASAN SIAP MINUM GRANITA
(Suatu Kasus pada Konsumen di Desa Saga, Kecamatan Balaraja,
Kabupaten Tangerang)
ispublished: pub
subjects: S1
divisions: FAPERTA
divisions: Agri
full_text_status: restricted
keywords: brand association, brand awareness, brand loyalty, perceived quality purchasing decision.
note: Penelitian ini didasari oleh munculnya fenomena persaingan antar merek baru, khususnya dalam
kategori produk kopi kemasan minuman siap minum. Penelitian ini bertujuan untuk mengetahui
pengaruh ekuitas merek terhadap keputusan pembelian kopi kemasan siap minum, dengan studi
kasus pada konsumen di Desa Saga, Kecamatan Balaraja, Kabupaten Tangerang. Ekuitas merek
dalam penelitian ini mencakup dimensi kesadaran merek, persepsi kualitas, asosiasi merek, dan
loyalitas merek. Metode yang digunakan adalah kuantitatif dengan pendekatan survei, melalui
penyebaran kuesioner kepada 50 responden yang merupakan konsumen aktif kopi Granita.
Analisis data dilakukan menggunakan regresi linier berganda. Hasil penelitian menunjukkan
bahwa secara simultan ekuitas merek berpengaruh signifikan terhadap keputusan pembelian.
Hasil pengujian menunjukkan bahwa variabel kesadaran merek, persepsi kualitas, dan asosiasi
merek tidak memilik pengaruh yang signifikan terhadap keputusan pembelian. Sedangkan,
variabel loyalitas merek berpengaruh signifikan dan positif terhadap keputusan pembelian, serta
menjadi variabel dominan dengan koefisien determinasi parsial tertinggi dibandingkan variabel
kesadaran merek, persepsi kualitas, dan asosiasi merek. Hal ini menunjukkan bahwa semakin
kuat loyalitas konsumen terhadap merek kopi Granita, maka akan berdampak pada
meningkatnya keputusan pembelian.
abstract: 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
date_type: published
pages: 100
institution: Universitas Sultan Ageng Tirtayasa
department: Agribisnis
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/50803/1/Andita%20Mauren%20Azzahra_4441210186_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/50803/3/Andita%20Mauren%20Azzahra_4441210186_02%20%28isi%20BAB%20II%29.pdf
document_url: https://eprints.untirta.ac.id/50803/4/Andita%20Mauren%20Azzahra_4441210186_03%20%28isi%20BAB%20III%29.pdf
document_url: https://eprints.untirta.ac.id/50803/5/Andita%20Mauren%20Azzahra_4441210186_04%20%28isi%20BAB%20IV%29.pdf
document_url: https://eprints.untirta.ac.id/50803/6/Andita%20Mauren%20Azzahra_4441210186_05%20%28isi%20BAB%20V%29.pdf
document_url: https://eprints.untirta.ac.id/50803/7/Andita%20Mauren%20Azzahra_4441210186_Ref%20%28isi%20Daftar%20Pustaka%29.pdf
document_url: https://eprints.untirta.ac.id/50803/8/Andita%20Mauren%20Azzahra_4441210186_Lamp%20%28isi%20Lampiran%29.pdf
document_url: https://eprints.untirta.ac.id/50803/17/Andita%20Mauren%20Azzahra_4441210186_01%20%28isi%20dari%20Cover%20s.d%20BAB%201%29.pdf