ANALISIS NILAI EKUITAS TERHADAP PURCHASE DECISION DI MEDIASI BRAND AWARENESS DAN BRAND SATISFACTION PADA PRODUK KOPI KAPAL API DI SURAKARTA

Penulis

  • Edi Priyono STIE Atma Bhakti Surakarta, Indonesia
  • Rima Parawati Bala STIE Atma Bhakti Surakarta, Indonesia
  • Totok Susilo Pamuji Nugroho STIE Atma Bhakti Surakarta, Indonesia

DOI:

https://doi.org/10.29040/jie.v9i3.18203

Abstrak

This study aims to analyze the effect of value equity on brand awareness of Kapal Api coffee products in Surakarta, mediated by brand awareness and brand satisfaction. The population in this research consists of consumers who have purchased Kapal Api coffee products, with a sample of 150 respondents. The findings prove that value equity has a significant effect on brand awareness, brand satisfaction, and purchase decisions of Kapal Api coffee consumers in Surakarta. Furthermore, both brand awareness and brand satisfaction have a significant effect on purchase decisions. In addition, brand awareness and brand satisfaction are able to mediate the relationship between value equity and purchase decisions of Kapal Api coffee consumers in Surakarta.

 

Keywords: Nilai ekuitas, Brand Awareness, Brand Satisfaction and Purchase decision

Unduhan

Diterbitkan

2025-09-30

Cara Mengutip

Edi Priyono, Rima Parawati Bala, & Totok Susilo Pamuji Nugroho. (2025). ANALISIS NILAI EKUITAS TERHADAP PURCHASE DECISION DI MEDIASI BRAND AWARENESS DAN BRAND SATISFACTION PADA PRODUK KOPI KAPAL API DI SURAKARTA. JURNAL ILMIAH EDUNOMIKA, 9(3). https://doi.org/10.29040/jie.v9i3.18203

Terbitan

Vol 9 No 3 (2025): EDUNOMIKA

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