HANANI, ALIFAH ZATA (2020) PENGARUH ELEMEN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN KOPI DI JOKOPI SURABAYA. Other thesis, UPN 'Veteran' Jawa Timur.
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Abstract
The brand is important for companies to show the value of the products offered to the market. Brands that are able to provide more value than the value offered by products to customers are stated as brands that have brand equity. One of them is Jokopi coffee brand in Surabaya. This makes the influence of the most dominant brand equity elements and the most dominant brand equity variables on coffee buying decisions at Jokopi Surabaya need to be examined. The research was conducted at Jokopi Coffee Shop in Surabaya, Jalan Ketabang Kali No. 51 Surabaya. The number of samples is 100 respondents who are able to provide primary data information and secondary data obtained from the Jokopi coffee shop itself. Analysis of the data used in this research is descriptive analysis, which describes a social phenomenon assisted by Smart PLS software. The results showed that brand awareness and perceived quality were able to improve coffee buying decisions at Jokopi Surabaya, while brand loyalty was not able to improve coffee buying decisions at Jokopi Surabaya. The element of brand equity that has a dominant influence on coffee buying decisions at Jokopi Surabaya is an element of quality perception. Keywords : Brand equity element, buying decision
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 17 Nov 2020 12:17 | ||||||||
| Last Modified: | 17 Nov 2020 12:17 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/510 |
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