Analisis Ekuitas Merk Brand Loyalty Terhadap Keputusan Pembelian Teh Botol Sosro Pada Mahasiswa Universitas Bina Sarana Informatika Kampus Pemuda

Chanissa Purwaningrum

doi:10.53697/emak.v7i1.3956

Authors

Chanissa Purwaningrum Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.53697/emak.v7i1.3956

Keywords:

Brand Equity, Brand Loyalty, Purchasing Decision, Consumer Behavior, Teh Botol Sosro

Abstract

This study aims to analyze the effect of brand equity, particularly brand loyalty, on the purchasing decisions of Teh Botol Sosro among students of Universitas Bina Sarana Informatika, Pemuda Campus. Brand equity is an important factor in marketing strategy that influences consumer perceptions, preferences, and purchasing behavior. Brand loyalty reflects consumers’ commitment to repurchase a product consistently and to recommend it to others. This study applied a quantitative method, with data gathered by distributing questionnaires to students as respondents. Data analysis techniques included validity and reliability tests, simple linear regression analysis, and hypothesis testing to determine the extent of the influence of brand loyalty on purchasing decisions. The findings show that brand loyalty exerts a positive and statistically significant influence on purchasing decisions.The higher the level of student loyalty toward the brand, the greater their tendency to repurchase the product. This study is expected to provide valuable insights for companies in maintaining and enhancing consumer loyalty, particularly among university students, through appropriate and sustainable marketing strategies.

Downloads

Download data is not yet available.

References

Ahn, J. (2021). Examining the relative influence of multidimensional customer service relationships in the food delivery application context. International Journal of Contemporary Hospitality Management, 33(3), 912-928, ISSN 0959-6119, https://doi.org/10.1108/IJCHM-09-2020-0973

Budihardja, L., & Sitinjak, T. (2022). Pengaruh identitas merek, citra merek, dan kepercayaan merek terhadap loyalitas pada konsumen sepatu Nike di Jakarta. [Nama Jurnal], 11(2).

Carbajal-Rubio, L.A. (2024). Influence of Corporate Environmental Responsibility on Dimensions of Brand Equity in the Sustainable Food Industry. Sage Open, 14(4), ISSN 2158-2440, https://doi.org/10.1177/21582440241292136

Devi, M.F. (2021). The influence of e-trust on e-customer loyalty of online food delivery customers in Indonesia (Study conducted during COVID-19 Pandemic). Proceedings of the International Conference on Industrial Engineering and Operations Management, 2890-2898, ISSN 2169-8767, https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85121115679&origin=inward

Djumarno., Jubaedah, Hudaya, A., & Ikhsani, K. (2023). Membangun Loyalitas Melalui Realisasi Pembelian Analisis Ekuitas Merek dan Kualitas Pelayanan. Jurnal Informatika Ekonomi Bisnis, 5(4), 1386-1392. https://doi.org/10.37034/infeb.v5i4.715

Durianto, D., Sugiarto., & Sitinjak, T. (2001). Strategi menaklukan pasar melalui riset ekuitas dan perilaku merek. PT Gramedia Pustaka Utama.

Grubor, A. (2017). The influence of social media communication on brand equity: The evidence for environmentally friendly products. Applied Ecology and Environmental Research, 15(3), 963-983, ISSN 1589-1623, https://doi.org/10.15666/aeer/1503_963983

Hafsari, P. (2025). Analisis Pengaruh Brand Image dan Brand Awareness Terhadap Brand Loyalty dan Dampaknya Terhadap Brand Equity. Dinasti Information and Technology, 2(2), 103–112. https://doi.org/10.38035/dit.v2i2.1422

Haryani, A. T. (2021). Pentingnya perlindungan merek dalam dunia bisnis. DAYA-MAS: Media Komunikasi Hasil Pengabdian dan Pemberdayaan Masyarakat, 6(2), 40–47.

Konuk, F. Anıl (2022). Trust transfer, price fairness and brand loyalty: the moderating influence of private label product type. International Journal of Retail and Distribution Management, 50(5), 658-674, ISSN 0959-0552, https://doi.org/10.1108/IJRDM-03-2021-0138

Manimont, G. (2022). Culinary destination consumer-based brand equity: exploring the influence of tourist gaze in relation to FoodPorn on social media. Tourism Recreation Research, 47(3), 221-240, ISSN 0250-8281, https://doi.org/10.1080/02508281.2021.1969623

McGale, L.S. (2016). The Influence of Brand Equity Characters on Children's Food Preferences and Choices. Journal of Pediatrics, 177, 33-38, ISSN 0022-3476, https://doi.org/10.1016/j.jpeds.2016.06.025

Montesdeoca-Calderón, M.G. (2020). How do food green practices and food waste management influence on the brand equity of restaurants?. Estudios Gerenciales, 36(154), 100-113, ISSN 0123-5923, https://doi.org/10.18046/j.estger.2020.154.3349

Montesdeoca-Calderón, M.G. (2024). Does Employee Training in Sustainable Practices and Food Waste Influence a Restaurant’s Level of Sustainability-Oriented Service Innovation (SOSI) and Brand Equity? Evidence-Based Research into the Ecuadorian Catering Industry. Sustainability Switzerland, 16(22), ISSN 2071-1050, https://doi.org/10.3390/su16229990

Pandiangan, K., Masiyono., & Atmogo, Y. D. (2021). Faktor-faktor yang mempengaruhi brand equity: Brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan (JIMT), 2(4), 471–484.

Pratama, G. Z., & Murwanto, S. (2023). Analisis pengaruh ekuitas merek terhadap keputusan pembelian: Studi kasus pada pembelian sepeda motor merek Vespa. Selekta Manajemen: Jurnal Mahasiswa Bisnis dan Manajemen, 2(4), 215–225.

Purnama, G. P., Zaid, S., Nur, N. & Ittaqullah, N. (2025). Analisis Perbandingan Brand Equity Produk Indomie Dengan Mie Sedaap. Jurnal HOMANIS: Halu Oleo Manajemen Dan Bisnis, 2(1), 30–46. https://doi.org/10.55598/homanis.v2i1.21

Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012). Consumer behavior (2nd ed.). Pearson Education.

Sugiarti (2023). Influence brand awareness and brand association on brand equity: Mediation of trust and brand loyalty in Kentucky Fried Chicken in East Java, Indonesia. International Journal of Applied Economics Finance and Accounting, 16(2), 319-335, ISSN 2577-767X, https://doi.org/10.33094/ijaefa.v16i2.987

Wardianto, K. B. (2019). Implementasi konsep ekuitas merek di Indonesia: Sebuah perspektif keuangan. Jurnal Business UHO: Jurnal Administrasi Bisnis, 4(2), 221–230.