Kebijakan Brand Identity Alat Keputusan Pembelian Minyak Goreng Merek Minyak Kita Pada CV. Kata Sepakat Pangkalan Bun

Bakhtiar Bakhtiar

Sari


Cooking oil is one of the nine basic commodities that plays an important role for Indonesian society and the Indonesian economy. Cooking oil can have a considerable impact on products that use it in their processing, particularly in the food industry. Past experience shows that shortages of cooking oil can lead to significant economic and political impacts on the national economy. CV. Kata Sepakat Pangkalan Bun is a company engaged in the packaging of cooking oil under the brand Minyak kita. Brand identity policy influences purchasing decisions.
The objective of this study is to determine the effect of the brand identity variable on purchasing decisions for Minyak kita cooking oil at CV. Kata Sepakat Pangkalan Bun. The resulting regression equation is Y = 14.985 + 0.711X, and the coefficient of determination is 0.303, indicating that the percentage influence of the independent variable is 30.3%, while the remaining 69.7% is explained by other variables outside the scope of this study. The results of the t-test show that the calculated t value for the brand identity variable is 6.147, while the t table value is 1.987. Since t calculated (6.147) > t table (1.987), it can be concluded that the brand identity variable (X) partially has a significant effect on purchasing decisions (Y). Based on the results of the analysis and discussion, it can be concluded that brand identity has a significant influence on purchasing decisions for Minyak kita cooking oil at CV. Kata Sepakat Pangkalan Bun.


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