Pengaruh Ekuitas Merek dan Kepercayaan Terhadap Volume Penjualan pada UD. Umega Roti Kacang Hj. Eliya Lubis Tebing Tinggi

Abstract

This study aims to determine "The Influence of Brand Equity and Trust Against Sales Volume At UD. Umega Roti Kacang Hj. Eliya Lubis Tebing Tinggi". This type of research is associative is a research that is asking the relationship between two variables. Population in this research is all consumer Sales Volume At UD. Umega Roti Kacang Hj. Eliya Lubis Tebing Tinggi as many as 1500 consumers. And by using the technique of slovin formula, then the number of samples in this study as many as 100 respondents taken from some population. Based on t test results can be seen that t arithmetic on brand equity equity of 3.409 is greater than t table of 1660 with the probability sig 0.001 is smaller than the limit of significance of 0.05. Based on these values, the brand equity variable has a positive and significant effect on sales volume variables. In confidence variable equal to 16,479 bigger than t table equal to 1,660 with probability sig 0,002 smaller than limit of significance equal to 0,05, hence trust variable partially have positive and significant influence to sales volume variable. Based on F test result, it is obtained F count value of 320,918> 3.09 with sig 0,000 < 0,05, show Ho rejected and Ha accepted, meaning brand equity and trust simultaneously have positive and significant effect to variable sales volume. R Square value obtained of 0.866. To see the big influence of independent variable to dependent variable by calculating coefficient of determination (KD) = R2 x 100%, so obtained KD = 86,6%. The figure indicates that 86.6% of sales volume (dependent variable) can be explained by brand equity and trust. The remaining 13.4% is influenced by other factors not described in this study.