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Marbun, Nurpika
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Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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Pengaruh Equity Merek Terhadap Keputusan Pembelian Mie Instan Di Kalangan Mahasiswa Kota Medan Marbun, Nurpika; Sianturi, Charles M.; Simangunsong, Ridhon NB.
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 11 No. 2 (2024): KALBISOCIO Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbisocio.v11i2.4421

Abstract

The objective of this research to measure brand equity on purchasing decisions, using quantitative research methods. The location of the study was in Medan City, with respondents totaling 100 respondents who consume instant noodles. Data collection was carried out by distributing questionnaires, using a Likert Scale. Data were processed using SPSS version 26. Data analysis using multiple linear regression, and the results of data analysis showed that the multiple regression coefficient of variable X1, (Brand Awareness) is 0.076, variable X2, (Brand Association) is 0.139, variable X3, (Perceived Quality), is 0.098, variable X4, (Brand Loyalty) is 0.775 and the R square value is 0.590. It can be concluded that brand awareness, brand association, perceived quality, and brand loyalty have a positive and significant effect on purchasing decisions both through partial tests (t-test) and simultaneous tests (F-test).
Pengaruh Equity Merek Terhadap Keputusan Pembelian Mie Instan Di Kalangan Mahasiswa Kota Medan Marbun, Nurpika; Sianturi, Charles M.; Simangunsong, Ridhon NB.
KALBISOCIO Jurnal Bisnis dan Komunikasi Vol. 11 No. 2 (2024): KALBISOCIO Jurnal Bisnis dan Komunikasi
Publisher : Research and Community Service UNIVERSITAS KALBIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53008/kalbisocio.v11i2.4421

Abstract

The objective of this research to measure brand equity on purchasing decisions, using quantitative research methods. The location of the study was in Medan City, with respondents totaling 100 respondents who consume instant noodles. Data collection was carried out by distributing questionnaires, using a Likert Scale. Data were processed using SPSS version 26. Data analysis using multiple linear regression, and the results of data analysis showed that the multiple regression coefficient of variable X1, (Brand Awareness) is 0.076, variable X2, (Brand Association) is 0.139, variable X3, (Perceived Quality), is 0.098, variable X4, (Brand Loyalty) is 0.775 and the R square value is 0.590. It can be concluded that brand awareness, brand association, perceived quality, and brand loyalty have a positive and significant effect on purchasing decisions both through partial tests (t-test) and simultaneous tests (F-test).
Co-Authors Sianturi, Charles M. Simangunsong, Ridhon NB.