PENGARUH ENDORSE, HARGA, DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN PRODUK MINUMAN BERENERGI

Abstract

Company which is aimed to provide the highest satisfaction to their customers will try to implement marketing strategy which is suitable with customer needs and desires. Efforts to that direction has been done by performing study or research with the intention of looking for information about some factors which influence the customer behavior in purchasing a product. This study is aimed to examine the influence of variables i.e. endorse, price, and brand equity to the purchasing decision energy drinks products in Surabaya.The population is all customers of energy drink product KukuBima Ener-G brand in Surabaya city. 100 customers have been selected as samples by using accidental sampling method. The analysis method has been carried by using multiple linear regression analysis with SPSS (Statistical Product and Service Solutions).The results of this study indicate that endorse, price and brand equity give positive and significant influence to the purchasing decisions. Brand Equity is the most influential variable to the purchasing decision of energy drink product KukuBima Ener-G brand in Surabaya. Simultaneously, independent variables give significant influence to the dependent variable with its significance level of 0.000

Keywords: Endorse, price, and brand equity to the purchasing decision