ANALISA PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PELANGGAN MEMBELI SEMEN PT. SEMEN BATURAJA PADA MASYARAKAT PALEMBANG
Abstract: This research aims
at knowing the effects of the elements of brand equity, which consists of brand
awareness, perceived quality and brand loyalty on the costumers’ decision to
buy the product of Semen Baturaja. This research is based on the condition where
the need for cement increasing that has made high competition among firms in
the industry. Of the total cement industry, PT Semen Baturaja has a low market
share which accounts for only 2,2 percent. However, Semen Baturaja has become a
market leader in South Sumatera, especially in Palembang city. Theoretically,
the condition can be induced by strong brand equity of the firm’s product.This
research is based on multiple linear regression analysis by using SPSS 16.0
program. The regression analysis has resulted in an estimate of the decision
function, Y = 3.001 + 0.402X1 + 0.439X3. The result shows that the variable
brand awareness (X1) and brand loyalty (X3) have significant positive effect on
the consumers’ decision. The variable brand loyalty has more dominant effect
than brandawareness on the buying decision for Semen Baturaja with coefficient
of 0.439. Based on the result of t-test, both brand awareness and brand loyalty
have significant effect, but the variable perceived quality has no significant
effect on the costumers’decision. Coefficient Adjusted R2 of 0.596 shows that
the independen variables influence the costumers’ buying decision by 59.6%,
while the rest is influenced by other variables beyond this research.
Penulis: A. Nazaruddin,
M.Fikri Ridha Putra
Kode Jurnal: jpmanajemendd131105
