Pengaruh brand equity terhadap keputusan pembelian teh caaya dengan pendekatan model aisas = The influences of brand equity toward caaya’s consumer buying decisions using aisas model

Tanoto, Jessica (2018) Pengaruh brand equity terhadap keputusan pembelian teh caaya dengan pendekatan model aisas = The influences of brand equity toward caaya’s consumer buying decisions using aisas model. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan positif yang ditunjukkan oleh industri makanan dan minuman di Indonesia membuat industri minuman ringan bertambah banyak, terutama teh yang paling diminati di Indonesia. Mengingat Indonesia merupakan negara produsen teh ke tujuh di dunia dengan perkebunan terluas di Jawa Barat membuat para pebisnis menggunakan kesempatan ini dengan meluncurkan teh dalam kemasan atau ready to drink tea (RTD Tea). Danone AQUA sebagai Market Leader dalam Air Minum dalam Kemasan (AMDK) mengambil kesempatan ini dengan meluncurkan produk minuman teh baru yaitu Caaya. Namun, brand teh lainnya telah memiliki awareness, image dan equity tersendiri. Sehingga dengan alasan ini, penelitian ini akan membahas pengaruh brand awareness dan brand image terhadap brand equity dalam mempengaruhi keputusan pembelian teh Caaya. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian deskriptif. Pengumpulan data penelitian dilakukan dengan data primer, yaitu survei dengan instrumen kuesioner, serta data sekunder berupa studi kepustakaan berupa jurnal, artikel baik secara online maupun offline. Kuesioner dibagikan kepada seluruh pengikut akun Instagram Caaya dengan sampel 100 responden. Hasil penelitian menunjukkan bahwa variasi dari persepsi keputusan pembelian mampu dijelaskan oleh brand equity yang terdiri dari dua, yaitu brand awareness dan brand image sebesar 33,7 persen sisanya oleh variabel atau faktor lain di luar model. Hasil ini didukung oleh Peter Harjono selaku Beverages Marketing Manager Brand Danone AQUA. / The growth of food and beverage industry in Indonesia increase the soft drink industry especially tea which is Indonesian favorite. Indonesia ranks seventh world’s largest tea producers with the largest tea farm in Jawa Barat. Because of this, businessman using this opportunity to create tea product or we called it Ready to Drink Tea (RTD Tea). Danone AQUA as the market leader of Ready to Drink mineral water (RTD mineral water) use this opportunity to launch new RTD Tea which is Caaya. However, the other brand of RTD have their own awareness, image and equity. For this reason, research is needed to determine how is the influences of brand awareness and brand image toward brand equity on buying decision processes undertaken by consumer. This research uses the quantitative approach with the descriptive method. Data collection is carried out through survey using questionnaire as sources of primary data, and literature study by online and offline as sources of secondary data. Questionnaire was distributed to all Caaya’s Instagram followers with 100 respondent as the sample. From the research, it can be proved that variance in buying decisions which can be explained by brand equity consists of brand awareness and brand image by 33.7 percent. The results supported by the statement of Peter Harjono as Beverages Marketing Manager Brand Danone AQUA.

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