Pengaruh Elemen Ekuitas Merek  Terhadap Keputusan Pembelian Produk Kopi Sadari Kopi Di Kota Surakarta

Alfarisi, Salman; Setyowati, Nuning; Setyowati, Setyowati

doi:10.33512/jat.v12i2.6777

Cited by 2 publications

(4 citation statements)

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“…Hypothesis result showed that H 1 was accepted and it's concluded that Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty significantly have simultaneous effect on Buying Decision, meaning the better the Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty offered to customers, the higher the Buying Decision of sacheted Adem Sari refreshing solution. It was in line with the study by Salman Alfarisi, Nuning Setyowati, Setyowati Setyowati (2019). The research result proved that brand awareness, brand association, perceived quality, and brand loyalty simultaneously had positive effect on buying decision of sacheted Adem Sari refreshing solution.…”

Section: Conclusion and Suggestionsupporting

confidence: 89%

Analysis of Brand Equity on Buying Decision of Sacheted Adem Sari on Pt. Enesis Indonesia in Palembang

Zarwin

Hartono

2020

DIJDBM

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This study aims to Analysis of Brand Equity on Buying Decision of Sacheted Adem Sari On PT. Enesis Indonesia in Palembang by measuring indicators that influence the Brand Equity variable, Consumer Decision. The population in this study are consumers who have consumed Adem Sari refresher at least 1 time based on their own decision with an age range of 19 to 50 years, so that 96 respondents were obtained to become the sample of this study. The primary data collection method is in the form of a questionnaire using a Likert scale. Data analysis methods used are validity test, reliability test, t test, f test, coefficient of determination, correlation between dimensions and multiple linear regression analysis. Based on the results of data analysis, it shows that the brand equity variable partially and simultaneously has a positive and significant influence on the purchasing decision of Adem Sari Sachet Products.

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Section: Conclusion and Suggestionsupporting

confidence: 89%

Analysis of Brand Equity on Buying Decision of Sacheted Adem Sari on Pt. Enesis Indonesia in Palembang

Zarwin

Hartono

2020

DIJDBM

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“…Variabel kemasan (X4) nilainya melebihi batas dari t hitung dan berada di bagian negatif yang berarti bahwa kemasan berpengaruh negatif terhadap loyalitas konsumen (Y). Hal itu sesuai dengan penelitian Alfarisi, Setyowati, & Setyowati, N (2019) yang menyatakan bahwa konsumen tidak mempertimbangkan tampilan mulai dari nama merek, logo, warna kemasan, dan bentuk kemasan.…”

Section: Loyalitas Konsumenunclassified

“…Hasil regresi model I diketahui berdasarkan nilai signifikansi dari lima variabel X pada tabel coefficients. Jika nilai signifikan <0,05 maka variabel memiliki pengaruh (Alfarisi, Setyowati, & Setyowati N, 2019). Berdasarkan perhitungan, diketahui nilai signifikansi variabel kualitas produk (X1), tempat (X2), rasa (X3), dan harga (X4) terhadap kepuasan konsumen (Y1) adalah 0,00<0,05 sehingga dapat dikatakan bahwa atribut kualitas produk, tempat, rasa, dan harga memiliki pengaruh secara langsung terhadap kepuasan konsumen.…”

Section: Loyalitas Konsumenunclassified

“…Nilai R square 0,637 yang menunjukkan bahwa variabel X terhadap variabel Y1 berpengaruh sebesar 63,7%, sementara sisanya 36,3% merupakan kontribusi dari variabel lain yang tidak diteliti. Nilai R square menunjukkan berapa besar pengaruh variabel X yang diberikan terhadap variabel Y, kemudian 100% dikurangi R square dan sisanya merupakan pengaruh dari variabel lainnya yang tidak ada dalam penelitian (Alfarisi, Setyowati, & Setyowati N, 2019). Pada output regresi model II diketahui nilai signifikansi dari lima variabel X menunjukkan hanya variabel X1 (kualitas produk) dan X3 (rasa) yang memiliki nilai <0,05.…”

Section: Loyalitas Konsumenunclassified

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Analisis Tingkat Kepuasan dan Loyalitas Konsumen Kopi Tempur

Setyaningsih,

Mukson,

Santoso

2023

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ENGLISHSatisfaction is the feeling of consumers after using a product, then represented consumer appraisal toward the successfulnnes of that product. Meanwhile, loyalty is the fulfillment of consumer expectations that triggers them to remain loyal to the product. The study aims to analyze consumer satisfaction and loyalty. The measurement of consumer satisfaction involved 27 atributes, whilst consumer loyalty analysis including 4 variables. This study involved 100 respondents that were chosen through accidental sampling. The data were obtained through survey method using questionnaire and interview. The consumer satisfaction was measured using Importance Performance Analysis (IPA) and Customer Satisfaction Index (CSI) methods, while consumer loyalty was analyzed using linear regression. IPA analysis showed that nearly a half of atributes were located in Quadran II, meant those should be maintened and 10 atributes were in Quadran III, meant those were considered as lower priorities. CSI analysis resulted consumer analysis was on satisfied level (79,5%), mainly regarding on facillity and service provisions. Next, consumer satisfaction was determined simultaneously by product quality, price, promotion, and taste. Furthermore, product quality and taste contributed directly and indirectly (through costumer satisfaction) to costumer loyalty, while location and price only have indirect contribution (through satisfcation) to costumer loyalty. INDONESIAKepuasan adalah perasaan konsumen setalah menggunakan produk yang kemudian melakukan penilaian terhadap keberhasilan produk tersebut, sedangkan loyalitas merupakan terpenuhinya harapan konsumen yang memicu untuk tetap setia tehadap produk. Penelitian bertujuan untuk menganalisis tingkat kepuasan serta loyalitas konsumen. Pengukuran kepuasan konsumen melibatkan 27 atribut, sedangkan analisis loyalitas mencakup 4 variabel. Data diperoleh dari metode survei dengan menggunakan kuesioner dan wawancara. Kepuasan konsumen diukur menggunakan metode Importance Performance Analysis (IPA) dan Customer Satisfaction Index (CSI), sedangkan loyalitas konsumen dianalisis menggunakan regresi linier. Analisis IPA menunjukkan bahwa hampir separuh atribut berada pada kuadran II yang berarti harus dipertahankan dan 10 atribut pada kuadran III yang berarti atribut termasuk dalam prioritas rendah. Analisis CSI menghasilkan analisis konsumen berada pada tingkat puas (79,56%), terutama terkait fasilitas dan penyediaan layanan. Selanjutnya, kepuasan konsumen dipengaruhi oleh kualitas produk, location, taste promosi, dan price. Sementara itu, kualitas produk dan rasa berpengaruh secara langsung maupun berpengaruh tidak langsung (melalui kepuasan) terhadap loyalitas, sedangkan tempat dan harga hanya berpengaruh secara tidak langsung (melalui kepuasan) terhadap loyalitas.

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Pengaruh Elemen Ekuitas Merek Terhadap Keputusan Pembelian Produk Kopi Sadari Kopi Di Kota Surakarta

Cited by 2 publications

References 0 publications

Analysis of Brand Equity on Buying Decision of Sacheted Adem Sari on Pt. Enesis Indonesia in Palembang

Analysis of Brand Equity on Buying Decision of Sacheted Adem Sari on Pt. Enesis Indonesia in Palembang

Analisis Tingkat Kepuasan dan Loyalitas Konsumen Kopi Tempur

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