ANALISIS PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN MEREK POCARI SWEAT DI SURABAYA

Abstract

Pocari Sweat is an isotonic drink in lieu of lost body fluids. Pocari Sweat is similar to the composition of body fluids containing electrolytes are balanced, so it can be absorbed faster and better than plain water, so as to prevent the occurrence of severe dehydration. Achievement Pocari Sweat as a market leader in isotonic drink in Indonesia. The high market share held by Pocari Sweat showed a high degree of purchase. This study aimed to determine how the effect of Brand Awareness, Brand Association, Brand Loyalty, and Perceive Quality on Purchase Decision brand Pocari Sweat in Surabaya. The sample used in this research that consumers who live in the city of Surabaya ever buy and use products with brand Pocari Sweat, a total of 125 respondents. For processing and analyzing the data in this study by using the Statistical product and service solutions (SPSS) with a 16.0 software to process the data. The results of the analysis showed that Brand Awareness, Brand Association, Brand Loyalty, and Quality Perception have a positive impact on the Purchase Decision. The empirical findings indicate that the relationship with the Brand Loyalty have the highest regression of Purchasing Decisions coefficient with a value of 0.342, then the effect of Brand Awareness on the Purchase Decision with regression coefficient of 0.226, the effect between Perceive Quality on the Purchase Decision has a regression coefficient of 0.172, and the last effect Brand Association on the Purchase Decision with the smallest regression coefficient of 0.001.