ANALISIS PENGARUH BRAND EQUITY DAN PROMOSI TERHADAP KEPUTUSAN KONSUMEN MEMILIH SEMEN BOSOWA DI MAKASSAR DALAM ERA NEW NORMAL PANDEMI COVID-19 - Rijal, Syamsul; Remmang, Hasanuddin; Said, Miah (Postgraduate Bosowa University Publishing, 2023)
Penelitian bertujuan untuk mengetahui dan menganalisis pengaruh brand awarenes, brand association, perceived quality, brand loyalty dan promosi terhadap keputusan konsumen memilih semen Bosowa di Makassar dalam Era New Normal Pandemi Covid-19. Untuk mencapai tujuan tersebut maka digunakan teknik pengumpulan data melalui penyebaran kuesioner dengan menggunakan sampel yakni konsumen/pelanggan toko-toko, Batching plant, developer, distributor Sulsel 1 dan 5. Sedangkan teknik analisis data menggunakan uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi linear berganda serta pengujian hipotesis. Hasil penelitian menemukan bahwa Brand Awareness, Brand Association, Perceived Quality, Brand loyalty dan promosi berpengaruh positif dan signifikan terhadap keputusan konsumen untuk memilih semen bosowa di Makassar dalam Era New Normal Pandemi Covid-19. This study aims to determine and analyze the influence of Brand Awareness, Brand Association, Perceived Quality, Brand loyalty, and promotion on consumer decisions to choose Bosowa cement in Makassar during the New Normal Era of the Covid-19 Pandemic. To achieve this goal, data collection techniques are used by distributing questionnaires using samples, namely consumers/customers of shops, batching plants, developers, and distributors of South Sulawesi 1 and 5. Meanwhile, data analysis techniques use validity and reliability tests, classic assumption tests, and regression analysis. multiple linear and hypothesis testing. The results of the study found that Brand Awareness, Brand Association, Perceived Quality, Brand loyalty, and promotions had a positive and significant effect on consumer decisions to choose Bosowa cement in Makassar during the New Normal Era of the Covid-19 pandemic.