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Sugeng Rianto
Fakultas Ekonomika dan Bisnis, Universitas Peradaban
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian pada Konsumen Produk Kapal Api White Coffee di Kabupaten Brebes Tika Nur Hidayah; Sugeng Rianto
JBIMA (Jurnal Bisnis dan Manajemen) Vol 4 No 2 (2016): JBIMA (Jurnal Bisnis dan Manajemen)
Publisher : Universitas Peradaban

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Abstract

This study aimed to analyze the effect of brand equity on consumer purchasing decision of Kapal Api White Coffee in Brebes regency. This study examines the elements of brand equity consists of brand awareness, brand association, perceived quality, and brand loyalty by analyzing the influence of the four elements of brand equity on purchasing decision of Kapal Api White Coffee in Brebes regency. Data collection technique in this study uses purposive sampling technique and incidental sampling. Data were collected through questionnaires to 100 respondents of Kapal Api White Coffee in Brebes regency, especially in the area of the Paguyangan and Bumiayu sub-district. Data analysis technique used to answer the hypothesis of this study is multiple linear regression analysis. The results of this study showed that brand loyalty significantly influences purchasing decisions, while the brand awareness, brand association and perception of quality do not significantly influence the purchasing decision. The R Square value is 38.1%. It shows that the effect of brand equity to the purchasing decision can be explained 38.1% by brand loyalty, brand awareness, brand association, and perception of quality, while the rest are influenced by other factors not analyzed in this study.
Pengaruh Kemitraan dan Kewirausahaan Terhadap Saluran Distribusi, serta Pengaruhnya Terhadap Kinerja UMKM di Kabupaten Purbalingga Sugeng Rianto; Kurniawan Kurniawan
JBIMA (Jurnal Bisnis dan Manajemen) Vol 5 No 2 (2017): JBIMA (Jurnal Bisnis dan Manajemen)
Publisher : Universitas Peradaban

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Abstract

Sub-sector of farms broiler chickens in the District of Purbalingga is a business strategy the interrelationship between farmers and livestock feed company. One of the strategies of feed cattle for profit is to develop a distribution system so as to develop partnerships broiler farms. Research on strategy choice partnership is one form of strategic alliances that can improve business performance through some influence that is a partnership (relationship), entrepreneurship and distribution (distribution channel).
Co-Authors Kurniawan Kurniawan Tika Nur Hidayah