Pangaruh Ekuitas Merek Terhadap Keputusan Pembelian Yang Dimediasi Oleh Minat Beli Pada Kopi Bikla

Abstract

The increasing competition in the coffee business requires business actors to have an effective marketing strategy in order to be able to survive and compete in the market. Bikla coffee as a local coffee product that develops through a partnership system faces challenges in building competitiveness and driving business partner purchase decisions. One of the important factors that influence buying behavior is brand equity, as strong brand equity can shape positive perceptions as well as increase purchase intention. This study aims to analyze the influence of brand equity on purchase decisions mediated by purchase intention in Kopi Bikla. This study uses a quantitative approach with the type of explanatory research. The population in this study is all Bikla Coffee agents who are officially registered in the business partner's WhatsApp group, with a sample of 98 respondents determined using a quota sampling technique. Data collection was carried out through the distribution of online questionnaires to Kopi Bikla's business partners, then analyzed using the Partial Least Square–Structural Equation Modeling (PLS SEM) method with the help of SmartPLS 4.0 software. The results of the study show that brand equity has a significant effect on purchase intention, purchase intention has a significant effect on purchase decisions, but brand equity does not have a significant effect directly on purchase decisions. In addition, the results of the study also show that purchase intention mediates the full influence of brand equity on purchase decisions. These findings indicate that brand equity can drive purchasing decisions if it is first able to form purchase intention in Kopi Bikla's business partners. Therefore, business actors are advised to strengthen brand equity while developing marketing strategies that are able to increase purchase intention to drive sustainable purchase decisions.