PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG
This research aims to analyze the effect of brand equity elements on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. The basic method of this research is descriptive. The method of determining the location is purposive in Bandar Lampung City. The sampling using nonpro...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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BPFP Universitas Bengkulu
2020-03-01
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| Series: | Jurnal Agrisep |
| Subjects: | |
| Online Access: | https://ejournal.unib.ac.id/agrisep/article/view/9287 |
| _version_ | 1797679865427656704 |
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| author | Utari Trina Sujana Heru Irianto Isti Khomah |
| author_facet | Utari Trina Sujana Heru Irianto Isti Khomah |
| author_sort | Utari Trina Sujana |
| collection | DOAJ |
| description | This research aims to analyze the effect of brand equity elements on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. The basic method of this research is descriptive. The method of determining the location is purposive in Bandar Lampung City. The sampling using nonprobability sampling techniques, namely purposive sampling. The sample was 100 respondents. The analysis uses multiple linear regression analysis. The results indicate the elements of brand equity (brand awareness, brand associations, perceived quality, and brand loyalty) simultaneously have a positive effect on the purchasing decision of "Sunpride". Brand awareness, brand association and brand loyalty individually have a positive effect on the purchasing decision while the variable perceived quality has no effect. Known brands that have a relationship with health benefits and gain customer satisfaction will establish confidence in consumers to make purchasing decision of "Sunpride" bananas. Brand loyalty is the most influential variable on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. |
| first_indexed | 2024-03-11T23:21:07Z |
| format | Article |
| id | doaj.art-055d5fad8559442697e9e7fd232e628d |
| institution | Directory Open Access Journal |
| issn | 1412-8837 2579-9959 |
| language | English |
| last_indexed | 2024-03-11T23:21:07Z |
| publishDate | 2020-03-01 |
| publisher | BPFP Universitas Bengkulu |
| record_format | Article |
| series | Jurnal Agrisep |
| spelling | doaj.art-055d5fad8559442697e9e7fd232e628d2023-09-20T13:30:04ZengBPFP Universitas BengkuluJurnal Agrisep1412-88372579-99592020-03-0119110.31186/jagrisep.19.1.15-26PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNGUtari Trina Sujana0Heru Irianto1Isti Khomah2Jurusan Agribisnis, Fakultas Pertanian, Universitas Sebelas MaretJurusan Agribisnis, Fakultas Pertanian, Universitas Sebelas MaretJurusan Agribisnis, Fakultas Pertanian, Universitas Sebelas MaretThis research aims to analyze the effect of brand equity elements on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. The basic method of this research is descriptive. The method of determining the location is purposive in Bandar Lampung City. The sampling using nonprobability sampling techniques, namely purposive sampling. The sample was 100 respondents. The analysis uses multiple linear regression analysis. The results indicate the elements of brand equity (brand awareness, brand associations, perceived quality, and brand loyalty) simultaneously have a positive effect on the purchasing decision of "Sunpride". Brand awareness, brand association and brand loyalty individually have a positive effect on the purchasing decision while the variable perceived quality has no effect. Known brands that have a relationship with health benefits and gain customer satisfaction will establish confidence in consumers to make purchasing decision of "Sunpride" bananas. Brand loyalty is the most influential variable on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. https://ejournal.unib.ac.id/agrisep/article/view/9287brand equitypurchase decisionbananasunpride |
| spellingShingle | Utari Trina Sujana Heru Irianto Isti Khomah PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG Jurnal Agrisep brand equity purchase decision banana sunpride |
| title | PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG |
| title_full | PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG |
| title_fullStr | PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG |
| title_full_unstemmed | PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG |
| title_short | PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG |
| title_sort | pengaruh elemen ekuitas merek terhadap keputusan pembelian pisang sunpride di kota bandar lampung |
| topic | brand equity purchase decision banana sunpride |
| url | https://ejournal.unib.ac.id/agrisep/article/view/9287 |
| work_keys_str_mv | AT utaritrinasujana pengaruhelemenekuitasmerekterhadapkeputusanpembelianpisangsunpridedikotabandarlampung AT heruirianto pengaruhelemenekuitasmerekterhadapkeputusanpembelianpisangsunpridedikotabandarlampung AT istikhomah pengaruhelemenekuitasmerekterhadapkeputusanpembelianpisangsunpridedikotabandarlampung |