PENGARUH HARGA DAN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT SINAR SIANTAR SARI PEMATANGSIANTAR

The Purpose of this research is: 1. To determine the description of the price, brand equity, and
consumer purchasing decisions at PT Sinar Siantar Sari Pematangsiantar. 2. To determine the
influence of the price and brand equity to consumer purchasing decisions at PT Sinar Siantar Sari
Pematangsiantar either simultaneously or partially. This research is done by using quantitative
descriptive and qualitative descriptive. The population in this research are the 30 customer at PT Sinar
Siantar Sari Pematangsiantar. File was colleted through observation, questionnaires, interviews and
documentation. File analysis technic is using multiple linear regression, coefficient of correlation and
determination, and hypothesis test.
The results of regression testing is Ŷ = 18,842 + 0,502X
1 + 0,455X
2
means this research have
a positive between of the price and brand equity on consumer purchasing decisions. Correlation
analysis and value r = 0,804 it means there is a very strongs and positive price and brand equity to
consumer purchasing decisions. Then the value of the coefficient of determination (KD) 0,646 it means
the level of consumer purchasing decisions can be explained by the price and brand equity by 64,6%.
Hypothesis Ho
is rejected, meaning that the price and brand equity has positive and significantly to
consumer purchasing decisions at PT Sinar Siantar Sari Pematangsiantar. The suggestion of
this research is PT Sinar Siantar Sari Pematangsiantar needs to provide competitive prices, necessary
to revitalize a product and are expected to provide good quality products and excellent service that is
satisfactory to the product to be purchased.