Pengaruh Brand Equity Terhadap Keputusan Pembelian Donat Kemasan Pada J.CO Donuts And Coffee Cabang Ringroad City Walks Medan

ABSTRAK

PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN
DONAT KEMASAN PADA J.CO DONUTS AND COFFEE
CABANG RINGROAD CITY WALKS MEDAN

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh
brand equity, terhadap keputusan pembelian donat kemasan J.CO Donuts and
Coffee Cabang Ringroad City Walks Medan. Penelitian ini merupakan jenis
penelitian asosiatif yang bertujuan untuk menganalisis pengaruh antara satu
variabel dengan variabel lainnya. Populasi dalam penelitian ini adalah konsumen
yang pernah membeli dan mengkonsumsi donat kemasan J.CO Donuts and Coffee
Cabang Ringroad City Walks Medan yang jumlahnya tidak diketahui. Metode
pengambilan sampel menggunakan accidental sampling dengan jumlah sampel
sebanyak 73 responden. Data primer dikumpulkan melalui penyebaran kuesioner
dan wawancara, data sekunder dikumpulkan melalui studi pustaka. Penelitian ini
menggunakan teknik analisis statistik deskriptif dan analisis regresi linear
berganda.
Hasil penelitian secara simultan menunjukkan bahwa Brand
Awareness, Brand Association, Perceived Quality, dan Brand Loyalty
berpengaruh positif dan signifikan terahadap keputusan pembelian donat Kemasan

paket pada J.CO DONUTS & COFFEE Cabang Ringroad City Walks Medan dan
secara parsial menunjukkan bahwa Brand Awareness, Perceived Quality, dan
Brand Loyalty berpengaruh positif dan signifikan sedangkan Brand Association
berpengaruh positif tidak signifikan terhadap keputusan pembelian donat kemasan
paket pada J.CO DONUTS & COFFEE Cabang Ringroad City Walks Medan.
Nilai koefisien determinasi sebesar 41,4% sedangkan sisanya sebesar 58,6%
dijelaskan oleh variabel lain yang tidak diikutsertakan dalam penelitian ini.

Kata Kunci : Brand Awareness, Brand Association, Perceived Quality, Brand
Loyalty, dan Keputusan Pembelian

i

Universitas Sumatera Utara

ABSTRACT

THE EFFECT OF BRAND EQUITY ON PURCHASE DECISION
OF DONUTS ON PACKAGING J.CO DONUTS DONUTS
AND COFFEE RINGROAD CITY WALKS

MEDAN BRANCH
This research aims to determine and analyze the effect of brand equity,
on buying decision of packaging donuts at J.CO Donuts Ringroad City Walks
Medan Branch. This research is descriptive associative research aimed to analyze
how a variable affect other variables. The population in this research is consumer
ever buying and consumption packing donat J.Co Donuts and Coffee Ringroad
City Walks Medan Branch that amount is unknown. The sampling method using
accidental sampling with total sample of 73 respondents. Primary data was
collected through questionnaires and interviews, secondary data collected through
literature study. This research using descriptive statistical analysis techniques and
multiple linear regression analysis. The results showed that simultaneous shows
that Brand Awareness, Brand Association, Perceived Quality, And Brand Loyalty
have a significantly positive effect on purchase decision donat packaging at J.CO
DONUTS & COFFEE Ringroad City Walks Medan Branch and partial that Brand
Awareness, Perceived Quality and Brand Loyalty have a positive and significant
effect while Brand Association have a positive not significant effect on buying
decision donat packaging on J.CO DONUTS & COFFEE Ringroad City Walks
Medan Branch. The coefficient of determination of 41.4% while the rest of 58.6%
described by other variables not included in this research.
Keywords: Brand Awareness, Brand Association, Perceived Quality, And

Brand Loyalty, and Purchase Decision

ii

Universitas Sumatera Utara