Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian dan Kepuasan Konsumen Produk Teh Botol Sosro Kemasan Kotak

Abstract

AbstractThe purposes of this research are to know the effect of brand equity which consist ofbrand awareness and brand image toward purchasing decision in Teh Botol Sosrofor box packaging product category, to know the effect of purchasing decision towardconsumer satisfaction in Teh Botol Sosro for box packaging product category, andfinally to know the effect of brand equity toward consumer satisfaction in Teh BotolSosro for box packaging product category.Two hundreds responders have been selected by using purposive samplingmethod.under a certain condition which involve only responders who haveconsumed Teh Botol Sosro product in the last one year. Data was collected throughquestionaires and method for data analysis performed using structural equationmodeling with LISREL.The result showed the influence of brand equity to purchasing decision and customersatisfaction was pretty good. Beside of that Teh Botol Sosro purchasing decisionsinfluenced customer satisfaction too.AbstrakPenelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek yang terdiridari brand awareness dan brand image terhadap keputusan pembelian produk TehBotol Sosro kemasan kotak, mengetahui pengaruh keputusan pembelian terhadapkepuasan konsumen produk Teh Botol Sosro kemasan kotak, dan mengetahui pen-garuh ekuitas merek terhadap kepuasan konsumen produk Teh Botol Sosro kemasankotak.Dua ratus Responden dilibatkan dalam penelitian yang dipilih menggunakanteknik purposive sampling dengan pertimbangan tertentu yaitu pernah mengkon-sumsi produk Teh Botol Sosro kemasan kotak dalam satu tahun terakhir. Pengum-pulan data dilakukan dengan menyebar kuesioner dan metode analisis data dilakukandengan Structural Equation Modelling menggunakan software LISREL.Hasil penelitian menunjukkan bahwa pengaruh ekuitas merek Teh Botol Sosroyang terdiri dari brand awareness dan brand image terhadap keutusan pembelian dankepuasan konsumen cukup baik. Begitu pula dengan hubungan keputusan pembelianTeh Botol Sosro terhadap kepuasan konsumen.Keywords: brand equity, purchasing decision, customer satisfaction

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 20 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.