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PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KOPI KEMASAN SIAP MINUM GRANITA (Suatu Kasus pada Konsumen di Desa Saga, Kecamatan Balaraja, Kabupaten Tangerang)

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.

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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.

Item Type: Thesis (S1)
Contributors:
ContributionContributorsNIP/NIM
Thesis advisorBukhari, Ahmad197103092005011003
Thesis advisorSariyoga, Setiawan197502062005011003
Additional Information: 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.
Uncontrolled Keywords: brand association, brand awareness, brand loyalty, perceived quality purchasing decision.
Subjects: S Agriculture > S Agriculture (General)
Divisions: 04-Fakultas Pertanian
04-Fakultas Pertanian > 54201-Program Studi Agribisnis
Depositing User: Andita Mauren Azzahra
Date Deposited: 09 Jul 2025 03:54
Last Modified: 11 Jul 2025 04:18
URI: http://eprints.untirta.ac.id/id/eprint/50803

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