Analisis Citra Merek dan Ekuitas Merek terhadap Keputusan Pembelian Produk Pepsodent di Kecamatan Klakah Kabupaten Lumajang

Abstract

Pepsodent is an brand of toothpaste from various products produced by PT Unilever Tbk, with the concept of positioning as Indonesian family toothpaste. This study aims to determine and analyze the influence of Brand Image and Brand Equity on the Purchasing Decisions of Pepsodent Products in Klakah District, Lumajang Regency. This study uses primary data. In this study the primary data was obtained by giving questionnaires by asking a number of questions regarding brand image, brand equity and purchasing decisions of Pepsodent products. And using secondary data obtained through documents learned through books, journals and the internet to support research, using a sample of 60 samples. The independent variable in this study consisted of brand image and brand equity. The dependent variable in this study is the purchasing decision. The data analysis technique used is multiple linear regression analysis. This study uses SPSS, the results of the study show that partially brand image and brand equity affect the purchasing decision. While simultaneously brand image and brand equity influence the purchasing decision. This is evidenced by the results of the Determination Coefficient (R²) obtained at 0.642. This means that 64.2% of purchasing decisions can be explained by independent variables, namely brand image and brand equity, while the remaining 35.8% purchasing decisions are influenced by other variables not examined in this study.