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All Journal CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya
Olivia Tanaya
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Journal : CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya

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PENGARUH EKUITAS MEREK, SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN STARBUCKS COFFEE DI SURABAYA I Ketut Purnayasa; Made Siti Sundari; Olivia Tanaya
CALYPTRA Vol. 12 No. 2 (2024): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (Mei)
Publisher : Perpustakaan Universitas Surabaya

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Abstract

Abstract—This study aims to determine the effect of Brand Equity, Service Quality on Purchase Decisions of Starbucks Coffee in Surabaya. The method used is quantitative, while the tool used in this study is multiple linear regression analysis. Based on the results of multiple linear regression analysis on brand equity and Service Quality, there is a significant and positive influence on the purchasing decision of Starbucks Coffee in Surabaya because the better the brand equity and Service Quality given, the higher the interest in purchasing decisions is made. Keywords: brand equity, service quality, purchase decision Abstrak—Penelitian ini bertujuan untuk mengetahui Pengaruh Ekuitas Merek, Service Quality Terhadap Keputusan Pembelian Starbucks Coffee Di Surabaya. Metode yang digunakan adalah metode kuantitatif sedangkan alat yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Berdasarkan hasil analisis regresi linier berganda terhadap ekuitas merek dan Service Quality terdapat pengaruh signifikan dan positif terhadap keputusan pembelian Starbucks Coffee di Surabaya dikarenakan dengan semakin baik ekuitas merek dan Service Quality yang diberikan maka semakin tinggi minat keputusan pembelian yang dilakukan. Kata kunci: ekuitas merek, service quality, keputusan pembelian
Co-Authors I Ketut Purnayasa Made Siti Sundari