Efek Menguntungkan Dari Medan Elektromagnetik

Authors

  • Muhammad Dicky Saputra Universitas Sultan Ageng Tirtayasa
  • Andi Purwanto Universitas Sultan Ageng Tirtayasa
  • Danna Rayana Universitas Sultan Ageng Tirtayasa
  • Aulivia Widya Putri Universitas Sultan Ageng Tirtayasa
  • Diyajeng Luluk Karlina Universitas Sultan Ageng Tirtayasa

DOI:

https://doi.org/10.61132/mars.v2i6.530

Keywords:

Purchase Decision, Brand Equity, Marketing Mix, Structural Equation Modelling, Contemporary Franchise Beverage

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.

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Published

2024-12-02

How to Cite

Muhammad Dicky Saputra, Andi Purwanto, Danna Rayana, Aulivia Widya Putri, & Diyajeng Luluk Karlina. (2024). Efek Menguntungkan Dari Medan Elektromagnetik . Mars : Jurnal Teknik Mesin, Industri, Elektro Dan Ilmu Komputer, 2(6), 122–129. https://doi.org/10.61132/mars.v2i6.530

Issue

Vol. 2 No. 6 (2024): Desember : Mars : Jurnal Teknik Mesin, Industri, Elektro Dan Ilmu Komputer

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Articles

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