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Oct 13, 2025 by windailys.com 66 views

Analysis of Brand Equity Calculator Karce that Influences Purchasing Decisions in Extension Students of the USU Faculty of Economics Management Department

Introduction

In today's competitive market, companies are constantly seeking ways to differentiate themselves from their competitors and increase sales. One key factor that can influence purchasing decisions is brand equity. Brand equity refers to the value and reputation of a brand, which can affect consumer perceptions and purchasing decisions. This study aims to analyze the brand equity of the KARCE calculator and its influence on purchasing decisions by management students at the Faculty of Economics, University of North Sumatra.

Background of the Study

The KARCE calculator is a popular product among students, particularly those in the management program at the Faculty of Economics, University of North Sumatra. However, the company faces intense competition from other brands, and it is essential to understand the factors that influence purchasing decisions. This study aims to investigate the impact of brand equity on purchasing decisions by management students at the Faculty of Economics, University of North Sumatra.

Methodology

This study used a quantitative approach, collecting data through questionnaires and documentation studies. The data analysis technique used was descriptive analysis and multiple linear regression. Primary data was obtained by distributing questionnaires using a Likert measurement scale. The data collected was then processed using the SPSS computer program version 15.0 to conduct the T test, F test, and calculate the coefficient of determination (R²). The sampling method used was purposive sampling.

Brand Equity Analysis

Brand equity is a crucial asset for companies, as it can affect consumer perceptions and purchasing decisions. In the context of the KARCE calculator, several elements of brand equity were analyzed in this study, including:

Brand Awareness (Brand Awareness): The level of student recognition of the KARCE brand greatly influences their decision to buy the product. Brands that are better known tend to be preferred by consumers. Brand awareness is a critical factor in determining the success of a product. Companies need to invest in marketing strategies that increase brand awareness to attract more customers.
Brand Association (Brand Association): A positive association related to the KARCE brand can increase the attractiveness of the product. Students may associate KARCE with good quality and reliable reputation, which contributes to their decision to buy. Brand associations can have a significant impact on consumer behavior. Companies need to create positive associations with their brand to increase sales.
Quality Perceptions: If students see the product as high quality, they will be more likely to make purchases. Quality perceptions are essential in determining the success of a product. Companies need to ensure that their products meet the quality standards of their customers.
Brand Loyalty: If students feel satisfied with the previous Karce products, they will most likely again choose this brand in the future. Brand loyalty is a critical factor in determining the success of a company. Companies need to create loyal customers by providing high-quality products and excellent customer service.

Effect of Brand Equity on Purchasing Decisions

The results of this study showed that brand equity had a positive and significant influence on purchasing decisions. This means that the higher the brand equity owned by the KARCE calculator, the more likely students are to choose the product. This study highlights the importance of brand equity in influencing purchasing decisions. Companies need to focus on strengthening brand equity to increase sales.

Conclusion

In conclusion, brand equity is an essential factor that influences student purchasing decisions. Companies need to continue to develop brand awareness, build positive associations, ensure high quality, and increase brand loyalty in order to compete in increasingly fierce markets. By understanding these elements, companies can formulate more effective strategies to attract consumers and increase sales of their products.

Recommendations

Based on the findings of this study, the following recommendations are made:

Invest in marketing strategies: Companies need to invest in marketing strategies that increase brand awareness and build positive associations with their brand.
Ensure high quality: Companies need to ensure that their products meet the quality standards of their customers.
Increase brand loyalty: Companies need to create loyal customers by providing high-quality products and excellent customer service.
Monitor and evaluate brand equity: Companies need to monitor and evaluate their brand equity regularly to identify areas for improvement.

Limitations of the Study

This study has several limitations, including:

Sampling method: The sampling method used was purposive sampling, which may not be representative of the entire population.
Data collection method: The data collection method used was questionnaires, which may be subject to biases.
Data analysis technique: The data analysis technique used was descriptive analysis and multiple linear regression, which may not be suitable for all types of data.

Future Research Directions

This study provides several avenues for future research, including:

Investigating the impact of brand equity on purchasing decisions in different markets: This study focused on the impact of brand equity on purchasing decisions in the management program at the Faculty of Economics, University of North Sumatra. Future research can investigate the impact of brand equity on purchasing decisions in different markets.
Examining the role of social media in influencing brand equity: This study did not examine the role of social media in influencing brand equity. Future research can investigate the role of social media in influencing brand equity.
Investigating the impact of brand equity on customer loyalty: This study focused on the impact of brand equity on purchasing decisions. Future research can investigate the impact of brand equity on customer loyalty.
Q&A: Brand Equity Calculator Karce that Influences Purchasing Decisions in Extension Students of the USU Faculty of Economics Management Department

Q: What is brand equity, and why is it important?

A: Brand equity refers to the value and reputation of a brand, which can affect consumer perceptions and purchasing decisions. It is essential for companies to understand and manage their brand equity to increase sales and stay competitive in the market.

Q: What are the elements of brand equity that were analyzed in this study?

A: The elements of brand equity analyzed in this study include:

Brand Awareness (Brand Awareness): The level of student recognition of the KARCE brand greatly influences their decision to buy the product.
Brand Association (Brand Association): A positive association related to the KARCE brand can increase the attractiveness of the product.
Quality Perceptions: If students see the product as high quality, they will be more likely to make purchases.
Brand Loyalty: If students feel satisfied with the previous Karce products, they will most likely again choose this brand in the future.

Q: What were the findings of this study?

A: The results of this study showed that brand equity had a positive and significant influence on purchasing decisions. This means that the higher the brand equity owned by the KARCE calculator, the more likely students are to choose the product.

Q: What are the implications of this study for companies?

A: This study highlights the importance of brand equity in influencing purchasing decisions. Companies need to focus on strengthening brand equity to increase sales. This can be achieved by investing in marketing strategies that increase brand awareness and build positive associations with their brand, ensuring high quality, and increasing brand loyalty.

Q: What are the limitations of this study?

A: This study has several limitations, including:

Sampling method: The sampling method used was purposive sampling, which may not be representative of the entire population.
Data collection method: The data collection method used was questionnaires, which may be subject to biases.
Data analysis technique: The data analysis technique used was descriptive analysis and multiple linear regression, which may not be suitable for all types of data.

Q: What are the future research directions based on this study?

A: This study provides several avenues for future research, including:

Investigating the impact of brand equity on purchasing decisions in different markets: This study focused on the impact of brand equity on purchasing decisions in the management program at the Faculty of Economics, University of North Sumatra. Future research can investigate the impact of brand equity on purchasing decisions in different markets.
Examining the role of social media in influencing brand equity: This study did not examine the role of social media in influencing brand equity. Future research can investigate the role of social media in influencing brand equity.
Investigating the impact of brand equity on customer loyalty: This study focused on the impact of brand equity on purchasing decisions. Future research can investigate the impact of brand equity on customer loyalty.

Q: What are the practical implications of this study for marketing managers?

A: Marketing managers can use the findings of this study to develop effective marketing strategies that focus on strengthening brand equity. This can include investing in marketing campaigns that increase brand awareness and build positive associations with the brand, ensuring high quality, and increasing brand loyalty.

Q: What are the theoretical implications of this study for marketing theory?

A: This study contributes to the development of marketing theory by providing insights into the role of brand equity in influencing purchasing decisions. The study highlights the importance of brand equity in marketing and provides a framework for understanding the complex relationships between brand equity and consumer behavior.

Q: What are the future directions for research on brand equity?

A: Future research on brand equity can focus on investigating the impact of brand equity on purchasing decisions in different markets, examining the role of social media in influencing brand equity, and investigating the impact of brand equity on customer loyalty. Additionally, research can focus on developing new models and frameworks for understanding the complex relationships between brand equity and consumer behavior.