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All Journal Neo-Bis Jurnal Manajemen Dan Kewirausahaan MABIS: Manajemen dan Bisnis Mega Aktiva: Jurnal Ekonomi dan Manajemen Media Agribisnis Creative Research Management Journal Kainawa: Jurnal Pembangunan & Budaya Journal of Technopreneurship on Economics and Business Review (JTEBR) Jurnal Manajemen, Bisnis dan Organisasi (JUMBO) Imara: Jurnal Riset Ekonomi Islam Global Economics: International Journal of Economic, Social and Development Sciences
Yusuf Yusuf
Universitas Halu Oleo
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Library & Information Science Public Health Social Sciences

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The Effect of Brand Equity and Marketing Mix on Purchase Decisions for Current Franchise Beverage Products in Gorontalo City Using the Structural Equation Modeling Method Yusuf Yusuf; Abdul Rasyid
Global Economics: International Journal of Economic, Social and Development Sciences Vol. 1 No. 4 (2024): Global Economics - International Journal of Economic, Social and Development Sc
Publisher : International Forum of Researchers and Lecturers

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70062/globaleconomics.v1i4.58

Abstract

This study examines the intense competition in the contemporary franchise beverage industry in Gorontalo City, where consumers have many choices that affect loyalty to certain brands. This study aims to analyze the effect of brand equity and marketing mix on customer loyalty. This descriptive quantitative research uses accidental sampling with 100 samples. Data analysis includes statistical tests as well as Structural Equation Modeling (SEM) models. This study shows that brand equity and marketing mix have a positive and significant effect on purchasing decisions, both partially and simultaneously, with the t-count and f-count values exceeding the table limit at the 95% confidence level. SEM-PLS analysis confirmed the significant relationship with p-values of 0.05 and t-statistics of 1.96, supporting the tested model. The research conclusion shows that brand equity and marketing mix have a significant influence on purchasing decisions. As advice, business owners of contemporary beverage franchises in Gorontalo City are advised to strengthen brand equity, as well as optimize creative and effective marketing strategies to increase competitiveness.
Co-Authors Abdul Rasyid Adnan Hakim Agustinus Tangalayuk Ahmad Ahmad Ali Rizky Alida Palilati Andi Azwar Anas Idris Aprilia Attika Tiauw Arbia Ali Arbia Ali Ariawan Ariawan Asrip Putera Awaluddin Awaluddin Cahya Dwi Saputra Chamariyah . Chamariyah . Elfrida Ratnawati Eliyanti Agus Mokodompit Endro Sukotjo Eriyadi Eriyadi Erwin Harahap Hartini Hartini Hartini Hartini Hasnani Hasnani Hasnawati Hasnawati Hastuti Hastuti Hastuti Hastuti Hastuti Mustamin Hastuti Mustamin Ibnu Hajar Ida Bagus Agung Surya A Isalman, Isalman Isra Syam Juharsah, Juharsah Jumatin Jumatin La Ode Anto Laode Rahmat Malbar M. Aris Rauf Marlis Nur Moh. Amin Mohammad Amin Muh Taufik Muh. Rivan Kohawan Muhammad Masri Muhammad Taufik Muhammad Taufik MUHAMMAD TAUFIK Murdjani Kamaluddin Nasrul Nasrul Nindy Ade Marsalena Nofal Nur Nofrivul Nofrivul Nurul Artika Putri T Nurwati Nurwati Putri Ayu Arista Dewi Rahman Hasima Rahmat Madjid S., Nursaban Rommy Samdin Sarini Yusuf Sri Wiyati Mahrani Suhirno Suhirno Valentinus Amstrong TN Wa Ode Usna Wahyuniati Hamid