A Study on the Impact of Customer Based Brand Equity towards the Purchase Decision of Healthy Food: A Case Study of Burgreens, Jakarta

Manibog, Ariane Elizabeth Kawboon and Abryanto, Rano (2021) A Study on the Impact of Customer Based Brand Equity towards the Purchase Decision of Healthy Food: A Case Study of Burgreens, Jakarta. Bachelor thesis, Swiss German University.

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Abstract

Although Burgreens has innovated an alternative to fast-food that is healthy, accommodates the Indonesian tongue and the fast-paced lifestyle, Indonesians are still not making healthy food choices. Therefore, the aim of this research is to examine whether the dimensions of Customer-Based Brand Equity has an impact on the Purchase Decision of Healthy Food. Customer-Based Brand Equity is multidimensional model that reflects the perceptions and attitudes of consumers. The dimensions used in this study are: Brand Awareness, Brand Association and Perceived Quality. The data was collected from 224 respondents who are 17 – 40 years old, aware of Burgreens and resides in the Greater Jakarta (Jabodetabek) area. The findings indicated that Brand Awareness, Brand Association and Perceived Quality positively effects the Purchase Decision of healthy food by 47.6%. Furthermore, Perceived Quality had the largest influence towards the Purchase Decision, followed closely with Brand Association and the least significant impact was Brand Awareness. Based on the results, this study developed managerial implications as well as recommendations to enhance the purchase decision of healthy food.

Item Type: Thesis (Bachelor)
Uncontrolled Keywords: Brand Association, Brand Awareness, Customer Based Brand Equity, Healthy Food, Perceived Quality, Purchase Decision
Subjects: H Social Sciences > HF Commerce > HF5415 Consumer Behavior
H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
T Technology > TX Home economics > TX901 Hospitality industry
Divisions: Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User: Faisal Ifzaldi
Date Deposited: 29 Dec 2021 13:34
Last Modified: 29 Dec 2021 13:34
URI: http://repository.sgu.ac.id/id/eprint/2241

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