Pengaruh Equity Merek Terhadap Keputusan Pembelian Mie Instan Di Kalangan Mahasiswa Kota Medan

Abstract

The objective of this research to measure brand equity on purchasing decisions, using quantitative research methods. The location of the study was in Medan City, with respondents totaling 100 respondents who consume instant noodles. Data collection was carried out by distributing questionnaires, using a Likert Scale. Data were processed using SPSS version 26. Data analysis using multiple linear regression, and the results of data analysis showed that the multiple regression coefficient of variable X₁, (Brand Awareness) is 0.076, variable X₂, (Brand Association) is 0.139, variable X₃, (Perceived Quality), is 0.098, variable X₄, (Brand Loyalty) is 0.775 and the  R square value is 0.590. It can be concluded that brand awareness, brand association, perceived quality, and brand loyalty have a positive and significant effect on purchasing decisions both through partial tests (t-test) and simultaneous tests (F-test).