Silitonga, Ratna Br (2022) Pengaruh Brand Equity Terhadap Keputusan Pembelian Produk Mie Instan Merek Indomie ( Studi Pada Mahasiswa Ekonomi Dan Bisnis Universitas Islam Riau Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to examine the effect of brand equity on purchasing decisions of Indomie brand instant noodles (a case study in students of the Faculty of Economics and Business, Islamic University of Riau Pekanbaru, where some students consume Indomie products to save on student expenses at the end of the month. Data collection was carried out by distributing questionnaires. Data analysis in this research is quantitative data analysis. Sampling using purposive sampling technique. The sample in this study was 96 people respondents who are consumers of Indomie products are UIR Pekanbaru FE students.The data source used in this research is primary data. The sampling method used in this study was purposive sampling. The data quality test used in this study is the validity test of person correlation and reliability test using Cronback Alpha. To test the hypothesis in this study, the study used the t test.The results of this study, regarding the problem relationship between brand equity variables and purchasing decisions, if based on the regression function of the brand equity variable can be seen from the hypothesis testing obtained t count > t table (7.760> 1.986) with a significance of 0.000 <0.005) which means it has a significant influence between brand equity variables on purchasing decisions.

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