Open AccessPENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN DI GERAI STARBUCKS COFFEE (Studi Pada Konsumen Domestik Starbucks Coffee di Wilayah Bali)
Author(s) -
Vania Dwi Alfiana Putri,
I Gusti Agung Ketut Gede Suasana
Publication year - 2017
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2018.v7.i01.p18
Subject(s) - business , purchasing , brand equity , purchasing decision , coffee shop , advertising , business administration , agricultural science , marketing , environmental science
The purpose of this study is to determine the effect of brand equity elements on purchasing decisions from the coffee shop brand Starbucks Coffee. The number of samples taken as many as 100 respondents taken from several outlets located in the area of ??Bali, with the method of non-probability sampling. Data collection was done through questionnaire distribution. The analysis technique used is multiple regression. Based on the results of research, it is suggested that the management and marketing department of the company especially from the company brand Starbucks Coffee to maintain the existing brand equity variables in order to improve purchasing decisions on the brand Starbucks Coffee.
Keywords: brand equity, purchasing decision