Abstrac :
Purchasing decisions are conditions where buyers buy products or services based on
consumer desires. This study aims to obtain empirical evidence whether there is an effect of
brand image, price and product quality on purchasing decisions. The population of this
research is Dharma Andalas University students. Sampling used is nonprobability sampling
with purposive sampling technique. Sampling using a purposive sampling technique means
that each individual who is used as a sample is chosen deliberately based on certain
considerations, namely considerations include the characteristics of the respondent himself.
The characteristics applied in this study to select the sample in this study were Bachelor of
Accounting students at Dharma Andalas University for 2017-2019. Data collection was
carried out using a questionnaire instrument. The analytical method used to test the
hypothesis is multiple linear regression. The results of this study indicate that brand image
influences purchasing decisions, price does not affect purchasing decisions, and product
quality influences purchasing decisions.
Abstrac :
This study aims to determine the effect of brand image, price and promotion jointly or
partially and to determine the variables that significantly influence the purchasing decision of
OPPO HP in Yogyakarta. The independent variables used in this research are brand image
(X1), price (X2) and promotion (X3). While the dependent variable is the purchase decision
(Y). The research method used in this study is a quantitative research method using a sample
of 65 respondents. The data analysis method used in this study is multiple linear regression
analysis method. Data processing was performed using computer software SPSS 20.0 for
Windows. Based on the results of the t test, it can be seen that the promotion variable has a
significant effect on purchasing decisions, while the brand image and price variables have no
significant effect on purchasing decisions. In addition, brand image, price and promotion
contribute 42%. While the remaining 58% is influenced by other variables not examined in
this research study.
Abstract
This study aims to determine the effect of Celebrity Endorser and Brand Image on the
Purchase Decision of Luwak White Koffie at Nasi Pemalang Warung. This research was
conducted on Luwak White Koffie consumers, the sample used was 55 consumers.
Hypothesis testing uses validity and reliability tests, normality tests, multicollinearity tests,
heteroscedasticity tests and autocorrelation tests. The analysis used is regression analysis and
correlation, determination t test and f test, based on the results of data analysis and
discussion, partially celebrity endorser has no significant and positive effect on purchasing
decisions with tcount of 0.386 indicating that the significance level is 0.701> 0.05 and tcount
0.386 < ttable 2.007, brand image partially has a significant and positive effect with a tcount
of 2.219 indicating that the significance level is 0.031 <0.05 and tcount 2.219 > table 2.007.
The coefficient of determination is 0.122, meaning that the percentage contribution of the
influence of variable X on Y is 12.2% while the remaining 87.8% is influenced by other
variables.
Kata kunci: Kualitas yang dirasakan, kesadaran merek, loyalitas merek, ekuitas merek
secara keseluruhan
Abstract
The research objective was to determine the effect of perceived quality, brand awareness, and
brand loyalty on overall brand equity among Luwak White Koffie consumers in Jakarta. This
research was also conducted to improve the results of previous studies. The research
population is male and female respondents who live in DKI Jakarta and who buy Luwak
White Koffie at least 2 times a month. Researchers chose as many as 160 respondents as a
sample of this study using purposive sampling and data were collected using a questionnaire.
This study uses Structural Equation Modeling. The results of this study indicate that brand
awareness has an influence on brand loyalty and there is an influence between brand loyalty
and overall brand equity among Luwak White Koffie consumers in Jakarta, while there is no
perceived quality effect on brand loyalty among Luwak White Koffie consumers in Jakarta.
Keywords: Perceived quality, brand awareness, brand loyalty, overall brand equity