PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KOPI NESCAFE DI JAKARTA PUSAT

Darkiman Ruminta; Wahyu - Indrarti

doi:10.37600/ekbi.v7i2.1719

Darkiman Ruminta Fakultas Ekonomi dan Bisnis Universitas Bina Sarana Informatika, Jakarta
Wahyu - Indrarti Universitas Bina Sarana Informatika

DOI: https://doi.org/10.37600/ekbi.v7i2.1719

Abstract

This research aims to determine the direct influence of brand awareness, brand associations, perceived quality and brand loyalty on the purchasing decisions of Nescafe coffee consumers in the Jakarta area. This research uses quantitative statistical research, collecting data in the field using survey methods. Distribution of questionnaires is used to find out respondents' answers regarding the relationship between the independent variable and the dependent variable. The independent variables in this research are brand trust, product quality, and word of mouth, while the dependent variable is purchasing decisions. Based on the results of the analysis and discussion that has been carried out, it can be concluded that; Partial brand awareness does not have a significant impact on the decision to purchase Nescafe coffee. Brand association does not partially have a significant impact on Nescafe coffee purchasing decisions. Partial quality perceptions have a significant impact on the decision to purchase Nescafe coffee. Partial brand loyalty shows that there is no significant relationship to the dependent variable, namely purchasing decisions. Brand awareness, brand association, perceived quality and brand loyalty together (simultan) have a significant influence on the decision making process of purchasing Nescafe coffee.

Keywords: Coffee, Brand, Purchase Decision

References

[1] R. Shofia dan U. Soebiantoro, “Gaya Hidup dan Citra Merek Terhadap Keputusan Pembelian pada Produk Kopi Nescafe di Kabupaten Mojokerto,” Jurnal E-Bis, vol. 7, no. 2, hlm. 682–692, Nov 2023, doi: 10.37339/e-bis.v7i2.1359.
[2] J. Pendidikan, E. Undiksha, A. Giovanni, dan H. J. Nadapdap, “Mixed Strategy Dalam Persaingan Bisnis Industri Pengolahan Kopi Bubuk Di Kota Salatiga (Studi Kasus di Kopi Babah Kacamata Salatiga),” vol. 13, no. 1, 2021, [Daring]. Tersedia pada: http://dx.doi.org/1
[3] A. J. Rudiansyah dan H. Suprihhadi, “PENGARUH KUALITAS PRODUK,KUALITAS LAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN NESCAFE DOLCE GUSTO DI SURABAYA Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya,” Des 2022.
[4] L. A. S. Putri, “PENGARUH KESADARAN MEREK, ASOSIASI MEREK, LOYALITAS MEREK DAN PERSEPSI KUALITAS TERHADAP NIAT PEMBELIAN KEMBALI PADA KOPI SACHET,” Surakarta, 2021.
[5] Tri Novi Yani dan Imam Nuryanto, “Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Marina Hand and Body Lotion Di Semarang,” Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis, vol. 1, no. 1, hlm. 89–95, 2021, doi: 10.55606/jaem.v1i1.164.
[6] Y. Dewita Hia, “Pengaruh Kesadaran Merek, Asosiasi Merek Dan Persepsi Kualitas Terhadap Keputusan Pembelian Pc Tablet Samsung Galaxi Di Kota Padang,” Economica, vol. 2, no. 2, hlm. 106–115, 2015, doi: 10.22202/economica.2014.v2.i2.223.
[7] C. Mei, A. Suharyono, dan E. Yulianto, “PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN (Survei Pada Pembeli Oppo Smartphone di Counter Handphone MATOS),” 2016. [Daring]. Tersedia pada: http://www.oppo.com/id/about-us/
[8] D. Muhammad dan M. Harisudin, “PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KOPI KEMASAN SIAP MINUM MEREK GOOD DAY DI KOTA SURAKARTA,” AGRISTA, vol. 10, no. 2, hlm. 108–116, 2022.