Pengaruh Brand Equity Kacang Sihobuk Tarutung terhadap Loyalitas Pembelian (Studi pada UD. Martabe Tarutung, Kabupaten Tapanuli Utara)

Abstract

This study aims to determine the effect of brand equity consists of brand awareness, perceived quality, brand associations, and brand loyalty toward purchase loyalty in the UD. Martabe Tarutung. Data analysis methods used are validity and reliability, test the assumptions of classical, test multiple linear regression analysis, hypothesis testing consisting of a t-test , test F, and test the coefficient of determination (R2 ). Tests carried out using SPSS 16.0 for Windows. The data used are primary and secondary data. This study used a sample of 100 respondents. The results showed that analysis of the data by the method of multiple linear regression showed that the variables of brand awareness and brand loyalty are positive and significant effect on purchase loyalty at UD. Martabe Tarutung. It can be seen from multiple analysis methods simultaneous (test F) where Fcount (17,605) > Ftable value (2.47) at α = 5% significance level 0.000 <0.05. Based on the partial test (t test) that of the four independent variables were the most dominant brand equity is brand loyalty variable (X4) with tcount (5.810). Analysis of the coefficient of determination (R2 ) seen from the value of R Square of 0.426 which means that the dependent variable is the purchase loyalty can be explained by using a independent variable that brand equity consists of brand awareness, brand perception, brand associations, and brand loyalty while the remaining 57.4% influenced by other variables not included in this study.