THE ANALYSIS OF BRAND EQUITY AND MARKETING MIX  ON CUSTOMERS’ BUYING DECISION OF SOSRO TEA CONSUMERS  LOCATED IN JAKARTA

Tamitha Intassar Husen,Nabila Hilmy Zhafira

doi:10.35308/jbkan.v3i2.1375

Abstract

The researcher would like to present a research regarding the analysis of brand equity and marketing mix on customers’ buying decision. Based on this research, researcher try to identify the influence between independent variables (marketing mix and brand equity) to dependent variable (customer buying decision). This research use primary and secondary data by survey method through distributing questionnaire and collected data from journals and books. This research used factor analysis to examined the data validity, and multiple regression model to testing the data using classic assumption test, such as: normality, multicollinearity, and heteroscedasticity tests. The classic assumption tests indicates that the available data have fulfill the condition to use multiregression model. The result shown that all those independent variables are at the same time (simultaneously) influence the dependent variable, and each of independent variable also has significance influence towards customer buying decision except place. The most significant influence comes from promotion and brand loyalty. At the end, researcher purpose not only for a better brand equity and marketing mix management, but also in order to setting better strategy for the company Keywords: Brand equity, Marketing mix, Buying decision

Highlights

Indonesia nowadays has a large number of middle class consumers
Based on the increasing of consumptive power, every company in Indonesia has to be innovative and follow market desires in facing the competitors, gaining the profit, and expanding their business. To help those companies in measuring their position in market, Top Brand Award, an appreciation of brands which become a reference in market according to mind share, market share, and commitment share
Frontier Consulting Group develop the Top Brand Award based on these three categories, Mind share ; comes from consumers mind when asked about some product or service category, Market Share ; comes from selling percentage of a product or service in certain area, and Commitment Share : about the interest and commitment of consumers to purchase the same product or service in future

Summary

Introduction

The growth of middle class is accelerating the spending of FMCG (Fast Moving Consumer Goods) include foods and beverage, household care, and personal care (Catherine Eddy cited in Kurniawati, 2013). Based on the increasing of consumptive power, every company in Indonesia has to be innovative and follow market desires in facing the competitors, gaining the profit, and expanding their business. To help those companies in measuring their position in market, Top Brand Award, an appreciation of brands which become a reference in market according to mind share, market share, and commitment share. The percentage of customer preferences are decreasing and Sosro even not on the first place anymore (https://www.topbrand-award.com/)

Objectives

Methods

Findings

Conclusion