PENGARUH ELEMEN-ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOSIS SO NICE (Studi Kasus Pelanggan di Kota Semarang)

Abstract

One of the efforts to be made by the manufacturer to be able to attract customers
and compete with other manufacturers is to build brand equity that consists of several
elements of brand awareness, perceived quality, brand association and brand loyalty.This
Study aims to determine the effect of brand equity on purchase decisions sausage so nice in
semarang, either individually or simultan.Data used is primary data from 97 respondents
where the number of respondents is determined by a formula Lemeshow and David.
Respondents were taken by accidental sampling method.Data were analyzed using simple
linear regression and Multiple Linear regression.
Result show that brand awareness, perceived quality, brand associations and brand loyalty
positive and significant influence on purchasing decisions, either individually or
simultaneously. Variables that have the most influence on purchasing decisions is brand
associations Suggested to the company to increase brand awareness, perceived quality,
brand association and brand loyalty to increase sales.