The Impression That I Get: The Influence of Brand Equity on Purchase Decisions

Musa, Muh. Ichwan and Sareong, Wira Yunita and Haeruddin, M. Ikhwan Maulana and Haeruddin, Muhammad Ilham Wardhana and Burhanuddin, Burhanuddin (2022) The Impression That I Get: The Influence of Brand Equity on Purchase Decisions. Pinisi Discretion Review, 5 (2).

[img] Text
UDR Article_32435-78728-2-PB.pdf
Download (308kB)
[img] Text
Turnitin_PDR_ImpressionIGet.pdf
Download (1MB)
[img] Text (Peer Review)
ImpressionIGet.pdf
Download (996kB)

Abstract

This study aims to determine the effect of brand equity on purchasing decisions in which there are four variables: (1) the effect of brand awareness on purchasing decisions at PT. Sarana Sinar Sulawesi (SSS) in South Sulawesi Province. (2) The influence of brand association of purchasing decisions at PT. Sarana Sinar Sulawesi in South Sulawesi Province. (3) The effect of perceived quality on purchasing decisions at PT. Sarana Sinar Sulawesi (SSS) in South Sulawesi Province. The population in this study were all consumers of PT. Sarana Sinar Sulawesi in 2017, while the sample taken was 100 respondents. The data analysis technique used was multiple regression analysis using two statistical method tests, namely partial test (t test) and simultaneous test (f test). The results of this study indicate that multiple regression analysis, the regression equation Y = 13.342 + 0.100X1 + 0.295X2 + 0.015X3 + 0.198X4 + 4.202 is obtained. Based on statistical data analysis, all variables are valid and reliable. In the classical assumption test, it is stated that all indicators are normally distributed and there is a significant linear relationship between each independent variable and the dependent variable. The coefficient of determination test results shows that 74% of purchasing decisions at PT. Sarana Sinar Sulawesi is influenced by the variables examined in this study.

Item Type: Article
Subjects: FAKULTAS EKONOMI > Manajemen
Divisions: KOLEKSI KARYA ILMIAH UPT PERPUSTAKAAN UNM MENURUT FAKULTAS > KARYA ILMIAH DOSEN
KARYA ILMIAH DOSEN
Depositing User: Dr. M. Ikhwan Maulana Haeruddin
Date Deposited: 02 May 2023 04:29
Last Modified: 02 May 2023 04:29
URI: http://eprints.unm.ac.id/id/eprint/27827

Actions (login required)

View Item View Item
Test Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.