The Effect Of Brand Equity and Marketing Mix On Purchasing Decisions For Contemporary Franchise Drink Products in Gorontalo City Using The Structural Equation Modeling Method

Yusuf Yusuf ; Abdul Rasyid
International Journal of Management 📅 2024 Vol 2, No 1 🔗 DOI: 10.61132/digitalinnovation.v2i1.162
Abstract
This study examines the intense competition in the contemporary franchise beverage industry in Gorontalo City, where consumers have many choices that affect loyalty to certain brands. This study aims to analyze the effect of brand equity and marketing mix on customer loyalty. This descriptive quantitative research uses accidental sampling with 100 samples. Data analysis includes statistical tests as well as Structural Equation Modeling (SEM) models. This study shows that brand equity and marketing mix have a positive and significant effect on purchasing decisions, both partially and simultaneously, with the t-count and f-count values exceeding the table limit at the 95% confidence level. SEM-PLS analysis confirmed the significant relationship with p-values of 0.05 and t-statistics of 1.96, supporting the tested model. The research conclusion shows that brand equity and marketing mix have a significant influence on purchasing decisions. As advice, business owners of contemporary beverage franchises in Gorontalo City are advised to strengthen brand equity, as well as optimize creative and effective marketing strategies to increase competitiveness.
Keywords
Purchase Decision; Brand Equity; Marketing Mix; Structural Equation Modelling; Contemporary Franchise Beverage
How to Cite

Yusuf Yusuf & Abdul Rasyid (2024). The Effect Of Brand Equity and Marketing Mix On Purchasing Decisions For Contemporary Franchise Drink Products in Gorontalo City Using The Structural Equation Modeling Method. International Journal of Management, 2(1). https://doi.org/10.61132/digitalinnovation.v2i1.162

Yusuf Yusuf; Abdul Rasyid, "The Effect Of Brand Equity and Marketing Mix On Purchasing Decisions For Contemporary Franchise Drink Products in Gorontalo City Using The Structural Equation Modeling Method," International Journal of Management, vol. 2, no. 1, 2024.

Yusuf Yusuf; Abdul Rasyid. "The Effect Of Brand Equity and Marketing Mix On Purchasing Decisions For Contemporary Franchise Drink Products in Gorontalo City Using The Structural Equation Modeling Method." International Journal of Management, vol. 2, no. 1, 2024.

Yusuf Yusuf; Abdul Rasyid. "The Effect Of Brand Equity and Marketing Mix On Purchasing Decisions For Contemporary Franchise Drink Products in Gorontalo City Using The Structural Equation Modeling Method." International Journal of Management 2, no. 1 (2024).

Yusuf Yusuf & Abdul Rasyid (2024) 'The Effect Of Brand Equity and Marketing Mix On Purchasing Decisions For Contemporary Franchise Drink Products in Gorontalo City Using The Structural Equation Modeling Method', International Journal of Management, 2(1). doi: 10.61132/digitalinnovation.v2i1.162.

Yusuf Yusuf; Abdul Rasyid. The Effect Of Brand Equity and Marketing Mix On Purchasing Decisions For Contemporary Franchise Drink Products in Gorontalo City Using The Structural Equation Modeling Method. International Journal of Management. 2024;2(1).

Artikel Terkait

The Effects of Academic Qualifications, Managerial Capabilities, and Perceived Organizational Support on Emotional Exhaustion and Their Implications for Work Productivity: A Study at Sunan Kudus Islamic Hospital

Aditya Angger Wibowo

Customer Satisfaction Mediates the Relationship Between Experiential Value and Customer Engagement Behavior in Virtual Try-On Technology

Ni Putu Chantika Aprilia Nariswari; Nyoman Sri Subawa

Digital Training Components and Civil Servants’ Digital Productivity: The Mediating Role of Adaptive Competence

Wulan Sari; Euis Mufahamah; Harold Kevin Alfredo

Analysis of Determinants of Export Performance of Indonesian Fashion SMEs from the Perspectives of the Resource-Based View and Internationalisation Theory

Rita Anggraini Rahayu; Sudarmiatin Sudarmiatin; Heri Pratikto

Reframing Visa on Arrival Policy within Non-Military Defense Management: Security Governance in DKI Jakarta

Miyaki Natanael; Priyanto Priyanto; Editha Praditya

The Influence of Digital Marketing Strategies on MSME Consumer Purchasing Decisions in Ambon City: Multiple Regression Analysis Approach

Salhuteru, Andrie Christina; Hursepuny, Harold; Alvian Sapulette
Tren Sitasi Jurnal