PENGARUH EKUITAS MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG THAITEA THREETALK - Hasrul Ahmad; Zakiyah Zahara (Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT), 2023)
AbstrakPenelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek dan kualitas produk terhadap minat beli ulang minuman thai tea merek Threetalk di Kota Palu. Jenis penelitian yang digunakan adalah kuantitatif (menunjukan hubungan antar variabel). Populasi dalam penelitian adalah masyarakat di Kota Palu. Teknik pengambilan sampel dalam penelitian ini menggunakan non probability sampling, dengan jumlah sampel sebanyak 60 responden. Pengambilan data menggunakan kuesioner. Metode analisis yang digunakan analisis regresi linear berganda, uji F, dan uji T. Hasil penelitian menunjukan bahwa ekutitas dan kualitas produk berpengaruh signifikan terhadap proses minat beli ulang minuman thai tea merek Threetalk di Kota Palu secara simultan maupun parsial. Kata Kunci: Ekuitas Merek, Kualitas Produk, Minat Beli UlangAbstractThis study aims to determine the effect of brand equity and product quality on the intention to repurchase the Threetalk brand of thai tea drinks in Palu City. The type of research used is quantitative (showing the relationship between variables). The population in this study is the community in Palu City. The sampling technique in this study used non-probability sampling, with a total sample of 60 respondents. Collecting data using a questionnaire. The analytical method used is multiple linear regression analysis, F test, and T test. The results show that equity and product quality have a significant effect on the process of buying thai tea drinks with the Threetalk brand in Palu City simultaneously or partially.Keywords: Brand Equity, Product Quality, Repurchase Interest