Model Loyalitas Merek pada Teh Kemasan di Indonesia (original) (raw)
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This research is based on the decline in sales and the Top Brand Index of Botol Sosro Tea in Semarang City, this condition is not in line with the increase in tea production and consumption in Indonesia which is continuously increasing. This study aims to find out about Brand Image with Brand Equity on Purchasing Decisions using the Nicosia model and to study brand image influencing purchasing decisions with the theory of reasoned action located in Semarang City. This study uses a survey with explanatory types with a sample of 80 people and taken by non probability sampling techniques. Data analysis using simple regression analysis. The image of the Teh Botol Sosro brand is categorized into four groups, namely: very bad, bad, good and very good at looking at the image of the Teh Botol Sosro brand. Having a discovery about the brand image of Teh Botol Sosro has a very good image. The Teh Botol Sosro brand equity formed from four dimensions namely, brand awareness, brand association, ...
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