PERBANDINGAN KEPUTUSAN PEMBELIAN MULTIVITAMIN MEREK HEMAVITON ACTION DAN HEMAVITON STAMINA PLUS DITINJAU DARI EKUITAS MEREKNYA PADA APOTEK HIDAYAH

Abstract

This research aims to determine whether there is a significant difference in purchasing decisions between products with the same brand and the same price between Hemaviton Action and Hemaviton Stamina Plus in terms of brand equity elements consisting of brand awareness, brand association, perceived quality, brand loyalty. The problem in this study arises due to the large number of multivitamin brands on the market. Because in this case, it is very important for multivitamin companies to study purchasing decisions in order to develop effective marketing strategies. Companies must also create brand equity. Respondents involved in this study were consumers of Hemaviton Action and Hemaviton Stamina Plus with a total of 100 respondents. The distribution used incidental sampling technique. This research is a quantitative-comparative type.Data analysis techniques use descriptive analysis tests, data instruments, classical assumptions, and mann whitney hypothesis testing. The results showed that the significance of the purchasing decision variable was 0.001, namely (0.001 <0.05), which means that H0 is rejected Ha is accepted. The brand awareness element is 0.001, namely (0.001 <0.05) which means H0 is rejected Ha is accepted. The brand association element is 0.000, namely (0.000 <0.05) which means H0 is rejected Ha is accepted. The perceived quality element is 0.000, namely (0.000 <0.05) which means that H0 is rejected Ha is accepted. The brand loyalty element is 0.013, namely (0.013 <0.05) which means that H0 is rejected Ha is accepted. So it can be concluded that the results of the mann whitney test are significant differences in purchasing decision variables between Hemaviton Action and Hemaviton Stamina Plus in terms of brand equityelements consisting of brand awareness, brand association, perceived quality, brand loyalty.