ANALISIS PENGARUH BRAND EQUITY TEH BOTOL SOSRO TERHADAP LOYALITAS PEMBELIAN PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS HASANUDDIN

ABSTRACT
Haryadi Akbar. Of 2012. " The Effect Analysis of Brand Equity on Teh Botol
Sosro to Purchase Loyalty on The Students of Economic and Business Faculty
Hasanuddin University”. (Supervised by Prof. Dr. H. Abd Rahman Kadir, SE, M.Si and
Dr. Jusni, SE., M.Si).
Consumer research conducted on the student of Economic and Business Faculty
of Hasanuddin University who was a Teh Botol Sosro consument . This study aims to
determine the effect of brand equity (brand awareness, brand associations, perceived
quality and brand loyalty) to the Teh Botol Sosro purchasing loyalty on the student of
Economic and Business Faculty of Hasanuddin University. The analytical techniques
used in this study were multiple linear regression in data processing using SPSS 17.
The statistical test results or partial value of t and f test results or simultaneously,
the variable of brand awareness, brand associations, perceived quality and brand loyalty
has a positive and significant influenced on Teh Botol Sosro purchase loyalty on The
Students of Economic and Business Faculty Hasanuddin University.
From the calculation results of analysis of determination r2 = 0.623% this
indicates that 62.3% of Teh Botol Sosro purchase loyalty on the students of Economic
and Business Faculty Hasanuddin University influenced by Brand Awareness (X1),
Brand Association (X2), Perception of Quality (X3), and Brand Loyalty (X4) and the
remaining 37.7% influenced by other factors outside the model study.