Pengaruh ekuitas merek dan harga terhadap keputusan pembelian produk kopi bubuk kemasan

Abstract

The amount of ground coffee packaging manufacturers led to the level of competition is getting tighter. Consumers are faced with the decision of choosing among the many brands that offer the market. This study aims to determine the effect of brand equity and price on the purchasing decisions of coffee powder packing. Samples were taken by 100 respondents with a sampling technique with accidental sampling approach. Accidental Sampling is a sampling method in which a subject is taken at the time of the study. The results of the questionnaire were analyzed with software SPPS.he analytical tool used is multiple linear regression analysis. The research findings are brand equity and price has a significant influence on consumer purchasing decisions of coffee powder packing