Article Sidebar

Submitted
October 24, 2019
Accepted
January 16, 2020
Published
March 6, 2020
Download
PDF (Bahasa Indonesia)
Statistic
Read Counter : 343 Download : 469

Downloads

Download data is not yet available.

Main Article Content

Abstract

This research aims to analyze the effect of brand equity elements on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. The basic method of this research is descriptive. The method of determining the location is purposive in Bandar Lampung City. The sampling using nonprobability sampling techniques, namely purposive sampling. The sample was 100 respondents. The analysis uses multiple linear regression analysis. The results indicate the elements of brand equity (brand awareness, brand associations, perceived quality, and brand loyalty) simultaneously have a positive effect on the purchasing decision of "Sunpride". Brand awareness, brand association and brand loyalty individually have a positive effect on the purchasing decision while the variable perceived quality has no effect. Known brands that have a relationship with health benefits and gain customer satisfaction will establish confidence in consumers to make purchasing decision of "Sunpride" bananas. Brand loyalty is the most influential variable on the purchasing decision of "Sunpride" bananas in Bandar Lampung City. 

Keywords

brand equity purchase decision banana sunpride ekuitas merek keputusan pembelian pisang sunpride

Article Details

License

Copyright (c) 2020 Utari Trina Sujana, Heru Irianto, Isti Khomah

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree with the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a  Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
  4. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
How to Cite
Sujana, U. T., Irianto, H., & Khomah, I. (2020). PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PISANG “SUNPRIDE” DI KOTA BANDAR LAMPUNG. Jurnal AGRISEP: Kajian Masalah Sosial Ekonomi Pertanian Dan Agribisnis, 19(1), 15–26. https://doi.org/10.31186/jagrisep.19.1.15-26
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Aaker, D. A. 1991. Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
  2. Badan Pusat Statistik Kota Bandar Lampung. 2018. Kota Bandar Lampung dalam Angka. https://bandarlampungkota.bps.go.id Diakses pada tanggal 15 Maret 2019.
  3. Badan Pusat Statistik Provinsi Lampung. 2018. Provinsi Lampung dalam Angka. https://lampung.bps.go.id Diakses pada tanggal 16 Maret 2019.
  4. Badan Pusat Statistik. 2018. Produk Domestik Bruto Indonesia Triwulanan. Jakarta: BPS.
  5. Badan Pusat Statistik. 2018. Produksi Buah-buahan di Indonesia Tahun 2013-2017. https://www.bps.go.id Diakses pada tanggal 10 Januari 2019.
  6. Badan Pusat Statistik. 2017. Konsumsi Buah dan Sayur Susenas Maret 2016. https://www.bps.go.id Diakses pada tanggal 18 Maret 2019.
  7. Badan Pusat Statistik. 2017. Konsumsi Kalori dan Protein Penduduk Indonesia dan Provinsi. https://www.bps.go.id Diakses pada tanggal 18 Maret 2019.
  8. Badan Pusat Statistik. 2017. Statistik Tanaman Buah-buahan dan Sayuran Tahunan. https://www.bps.go.id Diakses pada tanggal 18 Maret 2019.
  9. Durianto, D., Sugiarto dan Sitinjak, T. 2001. Strategi Menaklukan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: Gramedia Pustaka Utama.
  10. Ghozali, I. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Semarang: UNDIP.
  11. Kotler, P. dan Keller, K. L. 2009. Manajemen Pemasaran. Edisi Ketiga Belas. Jakarta: Erlangga.
  12. Singarimbun, M dan Efendi. 1995. Metode Penelitian Survey. Jakarta: PT. Pustaka LP3ES.
  13. Sunpride. 2018. PT Sewu Segar Nusantara. https://www.sunpride.co.id/about-us/pt-sewu-segar-nusantara/Diakses pada tanggal 15 Maret 2019.
  14. SWA. 2012. Strategi Sewu Segar Membangun Merek Buah-buahan. https://swa.co.id/swa/ceo-interview/strategi-sewu-segar-membangun-merek-buah-buahan Diakses pada tanggal 15 Maret 2019.
  15. SWA. 2017. Sunpride. https://swa.co.id/wicf/partners/sunpride Diakses pada tanggal 15 Maret 2019.
  16. Wibisono, D. 2003. Riset Bisnis: Panduan Bagi Praktisi dan Akademis. Jakarta: Gramedia Pusat

Most read articles by the same author(s)