PENGARUH EKUITAS MEREK DAN BAURAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MINUMAN ISOTONIK POCARI SWEAT DI SAMARINDA

Abstract

ABSTRACT

This research aims to find the effect of Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Promotion Mix Towards Buying Decision of Pocari Sweat Isotonic Drink in Samarinda

            The sample of this research is unknown, thus the writer utilizes sampling technique with these following methods : Probability Sampling and                 Non-Probability Sampling, namely, Random Sampling and Accidental Sampling. With the approch from Hair, et. Al (2006), as much as 100 respondents and the analysis tool used is multiple linier regression with help from SPSS version 23.

            Regression equation produced from the data processing and data analysis result is as follow :

Y = - 1,1169 + - 0,012 X₁ + 0,207 X₂+ 0,264 X₃ + 0,126 X₄ + 0,673 X₅

            The Result shown that Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty and Promotion Mix had significant effect towards Buying Decision. With R²  value on 0.692, Meant (69,2%) buying decision affected by      ( Y ) variable and the rest of (30,8%) is explained by other variable.

            Based on the calculation result, it can be seen that Promotion Mix (58,5%) affected buying decision more than Brand Awareness (-0,8%), Brand Association (17,9%), Perceived Quality (25,8%), Brand Loyalty (9,6%)/