| dc.description.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. | en_US |
