Tri Gilar Nugroho, Tri Gilar Nugroho (2025) PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN ROKOK SUKUN (Studi Pada Masyarakat di Kecamatan Bringin). Undergraduate (Sarjana S1) thesis, UPT. Perpustakaan Undaris.
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Abstract
ABSTRACT The background of the problem in this study is explained that low consumer awareness of the brand means that purchasing decisions will also be low. Consumers have a low perception of the quality of a product, so it will be more difficult to make purchasing decisions. Brand associations that are not strong in the minds of consumers will make it difficult to make purchasing decisions. Low brand loyalty can affect purchasing decisions. The formulation of the problem in this study is whether there is an influence of brand awareness, perceived quality, brand association and brand loyalty partially and simultaneously on purchasing decisions for Sukun cigarettes in the community in Bringin District? The purpose of this study was to determine the influence of brand awareness, perceived quality, brand association and brand loyalty partially and simultaneously on purchasing decisions for Sukun cigarettes in the community in Bringin District. The research method includes explanatory research types. The independent variables used in this study include: Brand Awareness (X1), Perceived Quality (X2), Brand Association (X3) and Brand Loyalty (X4) and Purchase Decision (Y) as the dependent variable. The population is 48,140 people and the sample is 100 respondents. Data analysis techniques use validity, reliability, simple and multiple correlations, simple and multiple linear regressions, determination, t-test and F- test. The results of the study of simple correlation values of brand awareness variables of 0.511, perceived quality of 0.503, brand association of 0.535, brand loyalty of 0.508 partially have a positive and strong relationship with purchasing decisions. Multiple correlation of 0.721 simultaneously has a positive and very strong relationship with purchasing decisions. Multiple linear regression Y = 4.074 + 0.194X1 + 0.238X2 + 0.245X3 + 0.225X4. Determination (Adjusted R square) of 0.500 or 50%. Partial t-test t-value 2.670 > t-table 1.985 with a significance of 0.009 < 0.05 means there is a positive and significant influence of brand awareness on purchasing decisions, t-value 4.108> t-table 1.985 with a significance of 0.000 <0 .05 means there is a positive and significant influence of perceived quality on purchasing decisions, t-value 3.044 > t-table 1.985 with a significance of 0.003 < 0.05 means there is a positive and significant influence between brand associations on purchasing decisions, t-value 2.726 > t-table 1.985 with a significance of 0.008 <0.05 means there is a positive and significant influence between brand loyalty on purchasing decisions. The results of the F test (simultaneous) F count value 25.781 > F table 2.467 with a significance of 0.000 < 0.05 means that there is a positive and significant influence between brand awareness, perceived quality, brand association and brand loyalty simultaneously on purchasing decisions. Keywords: brand awareness, perceived quality, brand association, brand loyalty, purchasing decisions
| Item Type: | Thesis (Undergraduate (Sarjana S1)) |
|---|---|
| Subjects: | L Education > LB Theory and practice of education > LB2300 Higher Education |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | ISYA YULISTIAWAN isyayulistiawan777@gmail.com |
| Date Deposited: | 02 May 2025 01:39 |
| Last Modified: | 02 May 2025 01:39 |
| URI: | http://repository.undaris.ac.id/id/eprint/1921 |
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