Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Gula Kristal Putih Di Daerah Istimewa Yogyakarta

Abstract

Sugar serves as a source of energy/calories for the body. The demand for sugar in Region of Yogyakarta has increased along with the increasing population. Consumers have their own criteria for choosing and consuming sugar. This study aims to know and analyze about factors that influence the purchase decision of sugar in DIY. The approach used is descriotive quantitive with a population of sugar consumers who shop at mini markets and super markets in DIY. Determination of sampling using purposive sampling. Respondents numbered as many as 40 people. Data analysis used multiple regression analysis. The results showed that simultaneously of product quality, price, packaging, product and brand guarantees has influence to purchased decision of sugar, but separately the quality, product and brand guarantees has influence, while price and packaging has no influence to purchase decision of sugar in DIY.

The Effect of Customer Satisfaction and Brand Equity on the Interest in Repurchasing Sugar

“…This shows that the brand is the first consideration of consumers in making purchasing decisions, as well as showing the importance of brand equity for consumers to reduce unwanted purchases. This is also in the research of Sulistyowati et al (2020) which emphasizes that branding is something important and has an impact on consumer buying interest in a branded product that is already strong in the market and will beat products that are not well branded. The results of research from Imran (2018) show that there is a positive and significant influence between the influence of customer satisfaction on repurchase interest.…”

“…One of the efforts to attract product consumers is by brand recognition so that the brand is also very important for the company. research by Pradipta et al (2016) and Sulistyowati et al, (2020) revealed that brand equity has a significant influence on purchasing decisions. Based on the description previously explained, the second hypothesis proposed in this study is H2: It is suspected that brand equity has a significant and positive effect on repurchase.…”

“…Increasing demand will also increase profits for the company. However, it is necessary to prioritize the needs and satisfaction of consumers (Sulistyowati et al, 2020).…”