Analisis pengaruh brand equity fat bubbletea terhadap keputusan pembelian konsumen fat bubble = Analysis of the effect of brand equity fat bubbletea on the purchase decision of fat bubble consumers

Chandra, Irene (2014) Analisis pengaruh brand equity fat bubbletea terhadap keputusan pembelian konsumen fat bubble = Analysis of the effect of brand equity fat bubbletea on the purchase decision of fat bubble consumers. Bachelor thesis, Universitas Pelita harapan.

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Abstract

Pertumbuhan dalam usaha makanan dan minuman meningkat sebanyak 12,75% di tahun 2012. Semakin kuat persaingan dalam bidang usaha yang sejenis maupun tidak sejenis membuat masyarakat menjadi lebih selektif, dimana menawarkan pilihan yang lebih banyak kepada para konsumen. Untuk mengatasi hal tersebut, suatu usaha harus dapat menawarkan suatu nilai tambah atau yang disebut juga dengan brand equity, sehingga dapat menciptakan positioning di benak masyarakat dengan tujuan agar dapat membedakannya dari kompetitor. Penelitian ini meneliti usaha minuman bubbletea, dimana pengaruh brand equity terhadap minuman bubbletea terhadap keputusan pembelian konsumennya. Pengumpulan data dalam penelitian ini dilakukan dengan penyebaran kuesioner sebagai data primer kepada responden-responden yang merupakan konsumen dari Fat Bubble. Data diolah dengan menggunakan analisis validitas dan reliabilitas yang dimulai kepada 30 responden sebagai bentuk pre-test. Setelah itu, actual test akan dilakukan kepada 300 responden dan kemudian dilakukan uji korelasi. Dari hasil penelitian, dapat dibuktikan bahwa adanya pengaruh brand equity Fat Bubbletea terhadap keputusan pembelian konsumen Fat Bubble. Hasil yang didapat berada dalam tahapan sangat lemah, lemah, dan sedang/cukup, dimana keseluruhan hasilnya dapat disimpulkan bahwa brand equity yang dimiliki oleh Fat Bubbletea masih lemah, sehingga belum dapat membuat konsumen untuk memilih Fat Bubbletea untuk memenuhi kebutuhan dan keinginan mereka akan minuman bubbletea. / Food and beverage business has increased by 12,75% in 2012. The stronger competition in either same type or different type of businesses make people tend to be selective which offers more choices for consumers. Thus, one business has to offer an added value which is called brand equity, so it is able to create a positioning in people’s mind with the aim of differentiate it from the competitors. This research goes over the bubbletea business, in which the effect of brand equity towards bubbletea drinks affects the purchase decision of consumers. The collection data for this research is finished by using questionnaires as primary data to the respondents (Fat Bubble’s consumers). These datas will be processed by using validity and reliability which is started with 30 respondents as the pretest. Then, the actual test will be started with 300 respondents and will be finished by Spearman’s correlation test. Based on the results of the research, it can be proved that there is an effect of Fat Bubbletea’s brand equity on the purchase decision of Fat Bubble consumers. The results tend to be very weak to moderate. These results can be concluded that Fat Bubbletea’s brand equity is still weak, so that it can not make consumers to choose Fat Bubbletea to satisfy their needs and wants of bubbletea.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Chandra, IreneUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorMayasari, FitriaUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Brand Equity ; Keputusan Pembelian ; Bubbletea
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Tina Fori Desiani M.
Date Deposited: 16 Oct 2018 07:54
Last Modified: 16 Oct 2018 07:54
URI: http://repository.uph.edu/id/eprint/1630

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