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Pengaruh Brand Equity Terhadap Keputusan Pembelian Donat Kemasan Pada J.CO Donuts And Coffee Cabang Ringroad City Walks Medan

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i ABSTRAK

PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN DONAT KEMASAN PADA J.CO DONUTS AND COFFEE

CABANG RINGROAD CITY WALKS MEDAN

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh

brand equity, terhadap keputusan pembelian donat kemasan J.CO Donuts and

Coffee Cabang Ringroad City Walks Medan. Penelitian ini merupakan jenis penelitian asosiatif yang bertujuan untuk menganalisis pengaruh antara satu variabel dengan variabel lainnya. Populasi dalam penelitian ini adalah konsumen yang pernah membeli dan mengkonsumsi donat kemasan J.CO Donuts and Coffee Cabang Ringroad City Walks Medan yang jumlahnya tidak diketahui. Metode pengambilan sampel menggunakan accidental sampling dengan jumlah sampel sebanyak 73 responden. Data primer dikumpulkan melalui penyebaran kuesioner dan wawancara, data sekunder dikumpulkan melalui studi pustaka. Penelitian ini menggunakan teknik analisis statistik deskriptif dan analisis regresi linear

berganda. Hasil penelitian secara simultan menunjukkan bahwa Brand Awareness, Brand Association, Perceived Quality, dan Brand Loyalty

berpengaruh positif dan signifikan terahadap keputusan pembelian donat Kemasan paket pada J.CO DONUTS & COFFEE Cabang Ringroad City Walks Medan dan secara parsial menunjukkan bahwa Brand Awareness, Perceived Quality, dan

Brand Loyalty berpengaruh positif dan signifikan sedangkan Brand Association

berpengaruh positif tidak signifikan terhadap keputusan pembelian donat kemasan paket pada J.CO DONUTS & COFFEE Cabang Ringroad City Walks Medan. Nilai koefisien determinasi sebesar 41,4% sedangkan sisanya sebesar 58,6% dijelaskan oleh variabel lain yang tidak diikutsertakan dalam penelitian ini.

Kata Kunci : Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, dan Keputusan Pembelian

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ii ABSTRACT

THE EFFECT OF BRAND EQUITY ON PURCHASE DECISION OF DONUTS ON PACKAGING J.CO DONUTS DONUTS

AND COFFEE RINGROAD CITY WALKS MEDAN BRANCH

This research aims to determine and analyze the effect of brand equity, on buying decision of packaging donuts at J.CO Donuts Ringroad City Walks Medan Branch. This research is descriptive associative research aimed to analyze how a variable affect other variables. The population in this research is consumer ever buying and consumption packing donat J.Co Donuts and Coffee Ringroad City Walks Medan Branch that amount is unknown. The sampling method using accidental sampling with total sample of 73 respondents. Primary data was collected through questionnaires and interviews, secondary data collected through literature study. This research using descriptive statistical analysis techniques and multiple linear regression analysis. The results showed that simultaneous shows that Brand Awareness, Brand Association, Perceived Quality, And Brand Loyalty have a significantly positive effect on purchase decision donat packaging at J.CO DONUTS & COFFEE Ringroad City Walks Medan Branch and partial that Brand Awareness, Perceived Quality and Brand Loyalty have a positive and significant effect while Brand Association have a positive not significant effect on buying decision donat packaging on J.CO DONUTS & COFFEE Ringroad City Walks Medan Branch. The coefficient of determination of 41.4% while the rest of 58.6% described by other variables not included in this research.

Keywords: Brand Awareness, Brand Association, Perceived Quality, And Brand Loyalty, and Purchase Decision

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