Analisis Ekuitas Merek Terhadap Keputusan Pembelian Pada Warung Kopi Tradisional Kota Medan Studi Kasus: Warung Kopi Tradisional Binaan Koperasi Kota Medan Agribisnis

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh ekuitas merek terhadap keputusan pembelian pada warung kopi tradisional binaan koperasi di Kota Medan serta mengetahui tingkat persepsi konsumen terhadap ekuitas merek. Ekuitas merek meliputi kesadaran merek, asosiasi merek, persepsi kualitas, dan loyalitas merek. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 180 responden yang merupakan konsumen warung kopi tradisional binaan koperasi di Kota Medan. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria konsumen yang telah melakukan pembelian minimal dua kali. Analisis data menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS) dan Customer Satisfaction Index (CSI). Hasil penelitian menunjukkan bahwa ekuitas merek berpengaruh signifikan terhadap keputusan pembelian konsumen. Kesadaran merek, persepsi kualitas, dan loyalitas merek berpengaruh positif terhadap keputusan pembelian, sedangkan asosiasi merek berperan dalam membentuk persepsi konsumen. Tingkat persepsi konsumen terhadap ekuitas merek berada pada kategori baik. This study aims to analyze the influence of brand equity on purchasing decisions at traditional coffee shops fostered by cooperatives in Medan City and to determine the level of consumer perception of brand equity. Brand equity includes brand awareness, brand association, perceived quality, and brand loyalty. The study used a quantitative approach with a survey method of 180 respondents who are consumers of traditional coffee shops fostered by cooperatives in Medan City. The sampling technique used purposive sampling with the criteria of consumers who have made at least two purchases. Data analysis used Structural Equation Modeling–Partial Least Square (SEM-PLS) and Customer Satisfaction Index (CSI). The results showed that brand equity has a significant effect on consumer purchasing decisions. Brand awareness, perceived quality, and brand loyalty have a positive effect on purchasing decisions, while brand association plays a role in shaping consumer perceptions. The level of consumer perception of brand equity is in the good category.