Jurnal Bisnis dan Pembangunan
Vol. 14 No. 2 (2025): Jurnal Bisnis dan Pembangunan

Pengaruh Brand Positioning dan Brand Equity terhadap Keputusan Pembelian Burger Bangor Kandangan

M. Salahuddin (Unknown)
Saladin Ghalib (Unknown)

Article Info

Publish Date
06 Oct 2025

Abstract

Abstract: One of the fast food restaurants which is a local Indonesian product is Burger Bangor which is the people's burger choice. This research shows the influence of brand positioning and brand equity on purchasing decisions for the Bangor Kandangan Burger.The research location chosen was Burger Bangor Kandangan. The total sample used was 80 respondents. A questionnaire was chosen as a research instrument to collect data and multiple linear regression analysis was used for hypothesis testing. This research results show that brand positioning has a significant effect on consumer purchasing decisions. Brand equity has a significant influence on consumer purchasing decisions. Brand Positioning and Brand Equity have a significant influence simultaneously on purchasing decisions for the Bangor Kandangan Burger

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Bisnis dan Pembangunan
Website

Abbrev

jbp

Publisher

Universitas Lambung Mangkurat

Subject

Decision Sciences, Operations Research & Management Environmental Science Social Sciences

Description

Jurnal Bisnis dan Pembangunan published by Master Program of Business Administration Science Faculty of Social and Pilitical Scaiences Universitas Lambung Mangkurat. This journal focuses on every research dicipline releted to Management, Finance, Marketing, Human Resources, Operation Production, ...