Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 6 No. 4 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah

Pengaruh Brand Equity Terhadap Keputusan Pembelian Saus Sambal Merek Abc Pada Masyarakat Desa Tanah Abang Kecamatan Batang Hari Leko

Sasti Anggraini (Unknown)
Nofiawaty (Universitas Sriwijaya)
Yulia Hamdaini (Universitas Sriwijaya)

Article Info

Publish Date
09 Feb 2024

Abstract

This study aims to determine the effect of brand equity on purchasing decisions at ABC chili sauce brand at Tanah Abang village, Batang Hari Leko sub-district. This research is a quantitative research with a survey method. The data used in this study using essential data and additional information. The sampling technique in this study used accidental sampling technique. Data was collected through online questionnaire using Google Forms to 97 respondents. This study used multiple linear analysis techniques, simultaneous tests (F test), and partial tests (t test). The results of this study indicate that brand equity has a significant positive effect partially or simultaneously on purchasing decisions. The results of multiple linear regression tests show that brand association has a dominant influence on purchasing decisions at ABC chili sauce brand in Tanah Abang village, Batang Hari Leko sub-district.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...