Pengaruh Brand Equity terhadap Keputusan Pembelian Pelumas Otomotif Pertamina Merek Prima XP di Kota Makassar
DOI:
https://doi.org/10.31004/joecy.v5i2.1926Keywords:
Brand Equity, Keputusan Pembelian, Pelumas Otomotif, Prima XPAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh variabel brand equity, yang meliputi keterlibatan dengan produk, pengetahuan terhadap produk, kesadaran merek, kesetiaan pada merek, serta kepekaan terhadap harga, terhadap keputusan pembelian pelumas otomotif Pertamina merek Prima XP di Kota Makassar. Penelitian ini juga bertujuan untuk mengidentifikasi variabel brand equity yang paling dominan memengaruhi keputusan pembelian produk tersebut. Metode pengumpulan data dilakukan melalui observasi, wawancara, dan penyebaran kuesioner, kemudian dianalisis secara deskriptif. Hasil penelitian menunjukkan bahwa secara simultan seluruh variabel brand equity berpengaruh signifikan terhadap keputusan pembelian pelumas otomotif Pertamina merek Prima XP. Secara parsial, ditemukan bahwa variabel keterlibatan dengan produk memberikan pengaruh paling signifikan terhadap keputusan pembelian tersebut. Temuan ini menunjukkan pentingnya strategi penguatan brand equity, khususnya melalui peningkatan keterlibatan konsumen dengan produk, dalam meningkatkan keputusan pembelian pelumas otomotif Pertamina merek Prima XP di Kota Makassar.
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