PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN TEH BOTOL SOSRO (Survei pada mahasiswa/i Universitas Negeri Jakarta)

Irsyad Naratama Fadillah, 2019 : The Influence Of Brand Equity On Purchase Decision Of Teh Botol Sosro. (Survey on Students of State University of Jakarta). Marketing Management study program DIII. Departement of Management. Faculty of Economics Universitas Negeri Jakarta. This scientific paper purpose to : 1) Find out about buying decision and brand equity of Teh Botol Sosro. 2) Find out influence of brand equity on purchase decision of Teh Botol Sosro.The research method that be used to collecting data is using questionnaire. The sample that be used was 234 respondents which students of Universitas Negeri Jakarta who had bought Teh Botol Sosro. The analysis method that be used is descriptive statistics and linear regression analysis. From the results of this research it can be seen that the brand equity variable influence the purchasing decision. This is indicated by the r square value of 0,628 (62,8%). Key Word : Brand Equity, Purchase Decisio