Journal of Tourism, Vol. 5 No.

2 September 2018

The Effect of Brand Equity on Purchasing Decisions in

Symmetry Coffee Roaster Puri, Jakarta

Rachel Dyah Wiastuti 1, Sarrah Kimberlee 2

Bina Nusantara University, rwiastuti@binus.edu
Bina Nusantara University, sarrahkimberlee02@gmail.com

ABSTRACT
The purpose of this study was to determine the effect of brand equity in SIMETRI Coffee Roasters Puri
Kembangan on consumer purchasing decisions. This research uses a quantitative approach. Primary data
were obtained through a survey using a questionnaire that used closed questions in the Likert scale answer
choices and from interviews with SIMETRI management. The sample in this study were 100 SIMETRI
consumers
Coffee Roasters, which is calculated based on the Slovin formula, and spread based on the method
convenience sampling in May 2018. Brand equity acts as an independent variable and purchasing decisions as
the dependent variable. Descriptive statistics are used to determine how brand equity and consumer
purchasing decisions are SIMETRI. Brand equity consists of four dimensions, namely brand awareness, brand
association, perceived quality and brand loyalty. Meanwhile, correlation and regression analysis are used to
measure the relationship and influence of brand equity with purchasing decisions. The results showed that
brand equity and purchase decisions have a strong and positive relationship, as well as a significant effect.

Keywords : Brand Equity, Purchase Decision, Coffee Shop, Perceived Quality

ABSTRACT
The objective of this research is to determine the influence of brand equity towards consumer purchasing
decision in SIMETRI Coffee Roasters Puri Kembangan. This research is using the quantitative method.
Primary data was colleted through interviewe and survey using questionaires with close-ended questions and
Likert scale. The sample of this research is 100 SIMETRI consumers; calculated with Slovin formulas and
collected with convenience sampling method. Statictic descriptive was used to determine the SIMTERI brand
equity and consumer purchase decision. Brand equity consist of brand awareness, brand association,
perceived quality, and brand loyalty. While, correlation and regression analysis were used to define the
correlation and influence of brand equity towards purse decision.

Keywords: Brand Equity, Coffee Shop, Perceived Quality, Purchase Decision

Manuscript received: 15 July 2018, Manuscript published: 15 September 2018

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 Journal of Tourism, Vol. 5 No. 2 September 2018
PRELIMINARY
The growth in the number of coffee shops goes hand
in hand with the development of the habit of drinking
coffee outside the home (Maharani, 2018). The fact
that Indonesia is one of the largest coffee bean
producers in the world is one of the reasons the
coffee drinking trend has persisted today (Sari,
2017). In the West Jakarta area alone, there are 189
outlets coffee & tea shop scattered in the Tanjung
Duren, Puri Indah, Kebon Jeruk, Cengkareng, Grogol
areas, both located within shopping mall or
independently (Qraved, 2018). SIMETRI Coffee
Roasters Puri Kembangan is one of 189 coffee shop
outlets and is the first artisan concept in the Puri
Indah area which opened in January 2015.
With the increasing number of competition for the
number of coffee outlets in the market, the sharpness
of competition among operating brands has also
increased (Massie, 2013). According to Lukman
(2014), a brand is not just a name or sign, but a brand
is an attempt by a company to provide an image to
consumers. Aaker claims that brands that are able to
provide more value than value
that offered product on
customers are stated as brands that have brand
equity (Sudomo, 2013). Soebianto (2014) said that in
today's marketing world, companies that want to stay
afloat and move forward to win the competition are
considered to need to know the condition of their
product brand equity. Durianto also stated that the
stronger the brand equity of a product, the stronger
the appeal for consumers to consume the product,
which in turn can lead consumers to make purchases
(Massie, 2013).
According to Soemanagara, brand equity appears
when product competition is getting sharper, causing
the need to strengthen the role of brands to classify
their products and services so that they can be
differentiated from competing products (Suharyani,
2015). Only companies that have strong brand equity
will remain able to compete, seize and dominate the
market (Massie, 2013).
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Knowledge of the elements of equity
brand and its measurements are needed to develop
strategic steps in increasing brand existence which in
turn can increase the number of consumer
purchases (Orth et al. 2005). Strong brand equity will
be able to develop the existence of a product in any
competition and in the long term (Soebianto, 2014).
Kotler & Keller (2018) continued that every purchase
decision has a structure consisting of several
components, including decisions about the type of
product, product form, brand, place of sale, number
of products, time of purchase, and method of
payment. Brand equity is also a consideration for
consumers in making purchasing decisions (Alfionita,
Suharyono, & Yulianto, 2016). Brand equity is also
needed to create a positive image through service
and basically will increase purchasing decisions
(Gunawardane, 2015).
Then from that, company need
identify the elements of brand equity
that able influence
customer confidence in the purchasing decisions
they make (Khasanah, 2013). So it is with SIMETRI Coffee
Roasters
Puri Kembangan which is the pioneer of artisan
coffee shops in the Puri Indah area. The purpose of
this research is to (1) determine brand equity in the
eyes of consumers at SIMETRI Coffee Roasters Puri
Kembangan, (2) to find out consumer purchasing
decisions at SIMETRI Coffee Roasters
Castle Development, and (3)
know how much influence brand equity has
to decision purchase
consumers at SIMETRI Coffee Roasters Puri Kembangan.
LITERATURE REVIEW
Brand Equity ( Brand Equity)
Brand equity is a set of brand assets and liabilities
associated with a brand, its name and symbol, which
increase or decrease the value provided by a good or
service to the company or its customers (Aaker,
1997). This value can be reflected in the way
consumers think, feel, and act on brands, prices,
shares
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 Journal of Tourism, Vol. 5 No. 2 September 2018
market, and its profitability (Kotler & Keller, 2018).
Brand equity according to Aaker (1997) can be
grouped into four dimensions, namely brand
awareness, brand association, perceived quality, and
brand loyalty.
H 1: Brand equity which includes awareness
brand, brand association, perception
quality, and brand loyalty simultaneously
take effect significant
against purchasing decisions at SIMETRI
Coffee Roasters Castle
Development
(1) Brand Awareness ( Brand Awareness)
Brand awareness is the first stage to create brand
equity (Buil, Martinez & Chernatony,
2013). Awareness brand
related to the ability of consumers to recognize or
recall that a brand is part of a particular product
category Aaker (1997). According to Keller (2013)
brand awareness consists of two dimensions; (1) Brand
recognition
is ability consumer to
recognize a brand that has been shown as a sign, (2)
Brand recall
is ability consumer to
triggers a brand in memory when notified of a
product category, a satisfactory need, a purchase or
use situation as a cue.
H 2: Brand awareness has a significant effect
against purchasing decisions at
SYMMETRY Coffee Roasters Castle
Development
(2) Brand Association ( Brand Associations)
Brand association is everything that is related to
memory or memory of a brand (Tjiptono, 2008).
According to Aaker (1997) there are three
dimensions to measure brand association, namely;
(1) Attribute;
namely the description of the characteristics of a
brand, what consumers think is related to the brand
or that is owned or attached to the brand when
buying or consuming it (Keller, 2013). Product
attributes are divided into several indicators,
including product quality, product features, and style
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and product design, product support services, brands,
packaging, and labels (Kotler & Armstrong, 2011). (2)
Benefits, namely the personal values of consumers
attached to the attributes of the product or service and
categorized into three types, namely functional,
experiential,
and symbolic ( Keller, 2013). (3) Attitude,
namely evaluation of preference for the use of
products related to self-motivation (Aaker, 1997).
H 3: Brand association has a significant effect
to decision purchase in
SYMMETRY Coffee Roasters Castle
Development
(3) Perception of Quality ( Perceived Quality)
Perception of quality is the customer's perception of
the quality or superiority of a product or service in
terms of its function relative to other products
(Simamora, 2003). According to Pappu et al. (2005),
the perception of quality from consumers is related to
the quality of the product or service offered. The
quality offered by the company is usually in good
condition and consistent.
H 4: Perceptions of quality have a significant effect
against purchasing decisions at
SYMMETRY Coffee Roasters Castle
Development
(4) Brand Loyalty ( Brand Loyalty)
Brand loyalty is a measure of consumer loyalty to a
brand and is the essence of brand equity that
is a central idea in marketing because this is a
measure of the relationship of a customer to a brand
(Priansa, 2017). Brand loyalty according to
Algesheimer (2005) has two dimensions; (1) Behavioral
brand loyalty, defined as a firmly held commitment to
repurchase or repeat a preferred product or service
consistently in the future, despite situational
influences and marketing efforts that suggest the
potential to cause a behavioral shift. (2) Attitudinal
brand
loyalty, defined on repeat purchase intentions,
willingness to pay a premium price or willingness of
loyal consumers
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 Journal of Tourism, Vol. 5 No. 2 September 2018
to spend more to acquire a brand and there is an
intention to do so word of mouth who tend to talk
about the good things about the brand.
H 5: Brand loyalty has a significant effect
against purchasing decisions at
SYMMETRY Coffee Roasters
Development
Buying decision
The decision to buy is actually a collection of a
number of decisions (Dharmmesta & Handoko,
2010). Consumer purchasing decisions
is a set
a number of decisions and consists of seven components,
namely the type of product, product form, brand, seller,
number of products, time of purchase,
and way payment
(Dharmmesta and Handoko, 2013).
(1) Product Type
There are three indicators in product selection (Kotler
& Armstrong, 2011), namely: (a) Product excellence,
which is the level of quality expected by consumers
for the product they need from a variety of product
choices. (b) Product benefits, in the form of the level
of usefulness that can be felt by consumers on each
product choice in
Fulfill his needs. (c)
Product selection, which is the consumer's choice of
the product they buy, in accordance with the desired
quality and the benefits it will get.
(2) Product form
Consumers can make decisions to buy certain forms
of products. These decisions are related to size,
quality, sound, style, and so on (Dharmmesta and
Handoko, 2010).
(3) Brand
There are three indicators in choosing a brand
(Kotler & Armstrong, 2011), namely: (a) Interest in
the brand, which is an interest in the brand image
that has been attached to the product needed. (b)
Brand habits, where consumers choose the products
they buy under a certain brand because they are
used to using that brand on products that they decide
to buy. (c) Price suitability, where
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consumers always consider the price according to
the quality and benefits of the product. If a product
has a good brand image, good quality and great
benefits, consumers will not hesitate to pay high
costs to get the product.
(4) Seller
Castle As for the factors that are influence
consumers to choose a distributor (Kotler &
Armstrong, 2011), namely; (a) Services rendered,
where good service as well
the convenience provided by distributors or retailers
to consumers makes consumers always choose that
location to buy the products they need. (b) Easy
access, where the distribution location (retailer,
from wholesaler, etc.) is easy to reach in a short time and
provides the goods needed. (c) Inventory of goods,
where the needs and desires of consumers for a
product not could confirmed
occurrence, but an adequate supply of goods at the
dealer will make consumers
choose to To do
purchase at the venue
(5) Number of Products
There are two indicators in the number of products
(Kotler & Armstrong, 2011), namely; (a) Purchase
quantity decisions, where in addition to decisions on
a choice of brands made by consumers, consumers
can also determine the number of products to be
purchased as needed. (b) Purchase decisions
to stock, Where
consumers buy products in addition to meeting their
needs, they also take some preparatory actions with
a number of product inventories that may be needed
in the future.
(6) Purchase Time
There are three differences in the timing of purchase
(Kotler & Armstrong, 2011), namely; (a) Conformity
with needs, where when someone feels he needs
something and feels the need to make a purchase,
he will make a purchase. (b) Perceived benefits,
where when consumers meet their needs for a
product at a certain time, at that time the consumer
will feel the benefits according to their needs through
the product purchased
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 Journal of Tourism, Vol. 5 No. 2 September 2018

according to the time it is needed. (c) Reasons for
purchase, where each product always has reasons to
meet consumer needs when needed.
(7) Payment Method
Consumers must make decisions about the method
or method of payment for products purchased,
whether in cash or installments. This decision will
influence decisions about the sale and the number of
purchases. Companies must know the buyers'
desires for payment methods (Dharmmesta and
Handoko, 2010)
RESEARCH METHODS
This research uses a quantitative approach, namely
to examine a specific sample,
with collection data from January 2017 to January 2018, with a total of
using research instruments, and data analysis is
statistical, with the aim of testing the hypothesis
(Sugiyono, 2016). This research is, cross-sectional whichthe results obtained were 99.57 which were then
is done at one particular moment (Rangkuti, 2016).
Figure 1 shows the design of this study which uses
two variables, namely brand equity as the
independent variable and purchasing decisions as
the dependent variable.
Picture 1
Research design
Source: Author (2018)
Data collection technique
Primary data obtained through the results of the questionnaire
and Interview. Questionnaire
distributed directly to respondents on
24-31 May 2018. Questionnaire
using a scale likert ( 5 for strongly agree, 4 for
agreeing, 3 for moderately agreeing, 2 for
disagreeing, and 1 for strongly disagreeing) and are
divided into 3 parts. The first part is the respondent's
profile which consists of seven questions; gender,
age, occupation, domicile, source of knowledge,
source of information, frequency of visits in the past
year. The second part is 30
statements about brand equity and 16 statements
about purchase decisions. Interviews were
conducted twice with Mr. Andrey Raharja as CEO
and Co-owner of SIMETRI Coffee Roasters on April
8, 2018 and May 16, 2018 with the aim
to knowing history
SIMETRI Coffee Roasters Puri Kembangan
development, brand equity according to
management, and the problems that occurred. There
are 17 open questions asked.
Population, Sample and Pilot Study
The population in this study is
SIMETRI Coffee Roasters Puri customers
Kembangan, namely those who have consumed
SIMETRI Coffee Roasters Puri Kembangan products
23,226 people. The number of samples was obtained
through the calculation of the Slovin formula so that
rounded up to 100 respondents. The sampling
technique, namely nonpropability
sampling and convenience sampling, where is the researcher
not give opportunity or
equal opportunity for each element or member of the
population to be selected as a sample (Sugiyono,
2016).
To find out whether each questionnaire indicator is
valid and reliable it is necessary to do it pilot study ( Vogel
& Draper-Rodi,
2017). Pilot study done to 30
respondents on 24-26 May 2018. The results of data
processing show that 46 items are statements
the questionnaire has r count which is bigger than
r table ( 0.312), so it can be stated that all the items in
the questionnaire statement
is valid. While the coefficient value
reliability (r 11)> 0.6 for all statement items as well so
that they can be stated
reliable (Siregar, 2015)
Data analysis technique
Descriptive statistics are used to answer the first and
second research questions by looking at values the
mean and standard deviation
(Sugiyono, 2016). Correlation analysis is used to
determine the strength and direction of the relationship
between two variables (Gunawan,
2016) namely between brand equity and decisions
purchase. Analysis regression
used to measure the influence between the independent
variables and the dependent variable (Siregar,

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 Journal of Tourism, Vol. 5 No. 2 September 2018
2015), namely between brand equity and purchase
decisions. The F test and t test were carried out as a
way of testing the hypothesis (Ghozali, 2016). As a
statistical tool, researchers used SPSS version 25.
DISCUSSION
SYMMETRY Coffee Roasters Castle
Development
SYMMETRY Coffee Roasters ( SCR) Puri
Kembangan was established in January 2015 under
PT. Deux Essential. The name "SIMETRI" was
sparked because the main share holder of PT. Deux
Essential, namely Mr. Billy Kurniawan and Mrs. Yeni
F. Liu wanted to harmonize between coffee shop,
coffee roastery, and menus brunch provided. In 2018,
SIMETRI Coffee Roasters
already has three branches including Puri Kembangan
(West Jakarta), Jogjakarta, and Mega Kuningan (South
Jakarta).
Figure 2
Research Object Profile
Source: SCR Puri (2018)
Figure 3
Logo and Object Indoor Area
Source: SCR (2018)
Figure 2 shows the SCR profile of Puri Kembangan. Knowing from event
be the object of this research and Figure 3 has a value of at least 2%
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shows the SCR logo as well as the area indoor
in SCR Puri Kembangan.
Respondent Profile
Based on Table 1, the majority of the respondents'
profiles in this study were male (58%), 23-30 years
old (52%), worked as employees (44%), and
domiciled in Jakarta (84%). The factor that causes
the majority of consumers is male because of type
the product that SCR sells is coffee with
manual brew which usually men prefer. In addition,
this is supported by the availability of a smoking area
that is quite wide and comfortable for consumers,
thus increasing the interest of male consumers to
come and hang out at SCR.
Table 1
Respondent Profile
Source: Results of Data Processing (2018)
Figure 4 explains that the majority of consumers
know about SCR from friends (50%). This shows that
friend recommendations greatly influence the interest
of others to become consumers
SCR. On order second,
consumers know the SCR by looking directly (29%).
This shows that signboard those located in the
parking area are already visible to people passing
through the area
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 Journal of Tourism, Vol. 5 No. 2 September 2018

because the SCR rarely holds such events

workshop and exhibitions.

Figure 6
Visit Frequency
Source: Results of Data Processing (2018)

Figure 4
Descriptive Analysis of Brand Equity
Source Knowing SCR
Table 2 shows the descriptive statistics of brand equity,
Source: Results of Data Processing (2018)
where the standard deviation value is around the lowest
value of 0.595, which means that the data points tend to be
Figure 5 explains that the majority of consumers get more
very close to the mean and the highest value is 1.012, which
information about SCR from social media (72%) and FB
means that the data is spread over a number of values.
Platform ( 24%). This is in line with the development of
Brand equity has value the mean amounting to
technological advances and the availability of internet access.
This data is also a guide for SCR management to ensure all
3,801
information listed on social media and all FB platform is the that the meaning consumer neutral
tend
latest information and also ensures that it always responds to to agree with the SIMETRI Coffee Roasters Puri
visitor requests Dimensions Kembangan brand equity.
Table 2
Descriptive Equity Statistics Me rec
Std.
Question Mean
Dev

virtual. Can recognize brands when given 0.950 3.63

assistance
One of the brands that appeared in 0.975 Consumer 3.59
Mind Awareness
Brand Can distinguish the brand in (3,618) when
0.892 3.55
other options are available
Can remember brands when given 0.969 3.70
assistance
There is a quality product 0.595 4.10
The products offered can be adjusted 0.745 4.01
according to taste
There are designs for indoor areas 0.637 & 4.28
Figure 5
Sources of Obtaining SCR Information outdoor (smoking)
There is a delivery service 0.856 3.71
Source: Results of Data Processing (2018)
on line
Selection of the brand itself 0.842 3.59
Association
Figure 6 explains that the majority Brand Packaging / packaging of products 0.748 3.81

consumer ever To do purchase (3,831) There is a label on each type 0867 3.66

SCR products at least 6 times in the past year (34%). coffee beans

There is price information on the menu 0.729 4.12

If seen, the majority of respondents are those who
have visited before as much as 68% and as many as Working employees 0.893 4.10
32% for the first time. Reviews ( review) from other people 0.883 3.78
Get the basic benefits of the product 0860 3.74

Get benefits for 0.718 3.90

looking for fun
Get social status related to the 0.909 3.11
product
Reviews after consumption of the product 0811 3.78

Motivation from myself 0.874 3.77

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Good quality product 0.493 4.17 tend to agree that the impression arises because of the
Perception of quality, consistent product quality
0.662 3.92 selection of the SCR brand itself. Neutral consumers
(4,130) Trustworthy products 0.581 4.16 tend to agree that impressions arise because of
Get satisfying results 0.649 4.27 packaging or packaging of the product. Neutral
when the product is according to taste
consumers agree that the impression appears due to the
Committed to buying 0.875 3.61 reason for the label on each type of coffee bean offered.
product returns consistently. Continue to
Consumers agree tend to strongly agree that the
purchase the product despite other 1,006 3.33
influences
impression arises because of the price information on the
Keep buying products despite 1,026 other 3.24 menu of each product offered. Consumers agree tend to
marketing efforts
strongly agree that the impression arises because of
Loyalty Intend to make a product re-brand
0.666 3.98
employees who work at SCR. Consumers are neutral
purchase
(3,626)
Willing to pay more for 1,012 3.19 towards agreeing that the impression arises because of
get the product reviews ( review) from other people. Neutral consumers
Interested in 0.659 4.10
agree that the impression arises because of the basic
recommend brand
to others benefits of the product, namely thirst or hunger. Neutral
Tend to talk about things 0.728 3.93 consumers tend to agree that impressions come from
good about the brand
getting
Mean Brand Equity (3,801)

Source: Results of Data Processing (2018)

benefits to looking for

The first dimension of brand equity is acquiring brand
awareness the mean 3.618, which means that consumers
are neutral towards agreeing with the SCR brand
awareness. This dimension has value the mean the lowest
when compared
with dimensions other.
Consumers are neutral towards agreeing if SCR is a
brand that comes to mind. Consumers also have not
been able to distinguish SCR products from other
products. However, apparently neutral consumers tend
to agree to be able to remember that SCR was given
assistance.
The second dimension of brand equity is acquiring brand
association the mean 3,831, which means that consumers
are neutral towards agreeing with the SCR brand association.
This dimension represents a statement regarding the reasons
for the consumer's impression of the SCR. Consumers agree
tend to strongly agree that impressions arise due to product
quality. Consumers apparently agree tend to strongly agree
that the impression arises because the product being offered
can be adjusted
enjoyment. Neutral consumers tend to agree
that impression appear because
get social status related to the product. Neutral
consumers agree that the impression arises because
of personal reviews after consuming the product.
Neutral consumers agree that the impression arises
because of the motivation from within the consumer
himself.
The third dimension of brand equity is the perceived quality of
obtaining the mean 4.13 which means that consumers agree
tend to strongly agree regarding the perception of the quality of
SCR. This dimension has value the mean the highest when
compared to other dimensions. Consumers agree
tend to strongly agree that SCR products are of good
quality. Consumers are neutral towards agreeing if
the quality of the SCR product is consistent.
Consumers agree tend to strongly agree if SCR
products can be trusted. Consumers agree tend to
strongly agree if they get satisfactory results when
the product ordered is according to taste.

with taste consumer.

Consumers also agree that they tend to strongly
agree with the impression that appears because of the
design in the area indoor and smoking area. Area indoor
a comfortable and large smoking area to support the
consumer's impression of SCR. Meanwhile, neutral
consumers tend to agree that the impression arises
because of the online delivery service (GoFood).
Neutral consumer
The fourth dimension of brand equity is acquiring
brand loyalty the mean 3.626 which means that
neutral consumers tend to agree regarding the brand
loyalty of SCR. Neutral consumers tend to agree if
they commit to repurchasing SCR products
consistently. Neutral consumers tend to agree to buy
products even though there are other influences, for
example being invited by relatives to

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another coffee shop. Neutral consumers tend to (3,420) which is offered

agree to keep buying SCR products if there are other That advantage 0.763 3.73
obtained according to
marketing efforts such as discount promotions at needs
other coffee shops. Neutral consumers tend to agree Way Choice of methods 1,072 3.68

to intend to repurchase SCR products. Neutral Payment of the payment

(3,680) available
consumers tend to agree that they are willing to pay Mean Purchase Decision (3.771)
more to get SCR products. Consumers agree tend to
Source: Results of Data Processing (2018)
strongly agree to recommend SIMETRI Coffee
Roasters Puri Kembangan to others, such as family,
The first dimension of the purchase decision is the type of
friends, colleagues, and other relatives. Neutral
product obtained the mean 3,785, which means that
consumers tend to agree to talk about good things
consumers are neutral towards agreeing that the type of
about SIMETRI Coffee Roasters to others.
product is related to the purchase decision at SCR.
Consumers are neutral toward agreeing to buy because of
the superiority of the product. Neutral consumers tend to
agree to buy because of the benefits of the product. In the
dimension of product types, more consumers decide to buy
Descriptive Analysis of Purchasing Decisions
because SCR products are superior and not because they
Table 3 shows the descriptive statistics of brand
get benefits after consuming them.
equity, where the lowest value is
0.644 which means the data points tend to be very close to the
mean and the highest score of
The second dimension of the purchase decision is the
1,072 means the data is spread over a number of values. The
form the product gets the mean 3,785, which means that
purchase decision has value the mean
consumers are neutral towards agreeing that the form of
amounted to 3,771, which means that consumers agree that they
the product is related to the purchase decision at SCR.
tend to be neutral regarding the purchase decision of SIMETRI
More consumers decide to buy SCR products because of
Coffee Roasters Puri Kembangan products.
the size and not because of the good quality of the
products.

Table 3
The third dimension of purchasing decisions is that the
Descriptive Statistics of Pe Decisions buy an
brand acquires the mean 3.667, which means that neutral
Std.
Dimensions Question Mean consumers tend to agree that the brand is related to
Dev
purchasing decisions in SCR. This shows that consumers
Product Type Product advantages 0.737 3.89
(3,785) are neutral towards agreeing to buy because they are
Product benefits 0.803 3.68
interested
Product Shape Product Size 0.881 3.54
(3,850) on imagery brand. Thing this
Product quality 0.703 4.03
show that consumer neutral
Brand Interested in imagery 0.960 3.37
(3,667) an inherent brand tend to agree to buy because they are used to
on the product consuming. Neutral consumers tend to agree to buy
Got used to it 0.967 3.71
because the price offered by SCR is in accordance
using the brand
Price according to 0.787 3.92 with the quality and benefits of the product offered
quality and benefits
product
profitable consumer.
Seller Good service 0.644 4.36
(4,337) This third part of the indicator has value
Its comfort 0.709 4.32
given the mean higher than the first or second part of the
The location is easy to reach 0.682 4.33 indicator. This means that more consumers decide to
The number of products required is 0.745 4.03 buy because the price is in accordance with the
(3,723) available
quality and benefits received by consumers, not
Number of products that are 0827 3.77
can be determined accordingly because of the brand image or because they are used
needs to consuming it.
Requires a number of 0.991 3.37
products for supplies
in the future The fourth dimension of the purchase decision is the seller
Time Truly 0.920 3.11 obtains the mean 4.337 which means
Purchase need a product

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 Journal of Tourism, Vol. 5 No. 2 September 2018

consumers agree towards strongly agreeing that the seller
related with decision
purchase at SCR. This dimension has value
the mean the highest when compared to other
dimensions. This seller indicator has
the mean the largest, which means that consumers
agree tend to strongly agree to buy because of good
service. Consumers agree tend to strongly agree to
buy because SCR provides convenience.
Consumers agree tend to strongly agree to buy
because the SCR location is easy to reach.
other instant such as Flazz BCA, Mandiri e-Money,
Brizi BRI.
Correlation Test
Table 4 shows the results of the correlation analysis
of brand equity and purchase decisions. The
correlation coefficient value of 0.753 indicates that
brand equity has a strong relationship with
purchasing decisions. This correlation coefficient is
strong because it has a value of 0.60 - 0.799
(Siregar, 2015). This is in line with research
conducted by Khoiriyah (2015) where these two
variables have a strong relationship.

The fifth dimension of the purchase decision is the

number of products obtained the mean 3,723, which Table 4
means that neutral consumers tend to agree that the Correlation Test
number of products is related to the purchase decision
in SCR. Consumers agree tend to strongly agree to buy
because the products that consumers need are
provided. Neutral consumers tend to agree to buy
because the number of products provided by the SCR
can be determined accordingly
* *. Correlation is significant at the 0.01 level (2-tailed).

Source: Results of Data Processing (2018)

needs consumer, for example
consumers ordered 5 glasses of Ice Creamy Latte
Table 5
(one of the names of SCR beverage products) and
Regression Coefficients
SCR was able to fulfill it. Neutral consumers tend to
agree to buy products on the grounds that it is a
future supply.

The sixth dimension of the purchase decision is the

Source: Results of Data Processing (2018)
time the purchase is obtained the mean 3.507, which
means that neutral consumers tend to agree that the
Regression Test
purchase time is related to the purchase decision at
Table 5 shows the constant value (a) of 5,347 while
SCR. Neutral consumers tend to agree to buy on the
the value of brand equity (b or regression coefficient)
grounds that they really need the SCR product.
is 0.488. Then the regression equation is:
Neutral consumers tend to agree to buy for reasons
of profit when consuming SCR according to their
Y = 5,347 + 0.488X
needs. More consumers
Equation regression explain that
A constant of 5,347 means that the consistent value
of the purchasing decision variable is 5,347. The X
feel advantage that
regression coefficient of 0.488 states that for each
obtained and has been in accordance with the needs
additional 1 value of brand equity, the purchase
even though in fact do not really need the SCR
decision value increases by
product.
The seventh dimension of purchasing decisions is
0.488. This regression coefficient is positive, so it
how payment is obtained the mean 3,680. This
shows that the influence of brand equity variables on
shows that neutral consumers tend to agree to buy
purchasing decision variables is positive or
by reason of the choice of payment method in SCR.
unidirectional. This means that if there is additional
Until now, SCR only serves payments in the form of
value in brand equity, it will add value to the
cash and debit BCA and not credit cards or cards
purchase decision, and

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 Journal of Tourism, Vol. 5 No. 2 September 2018
also vice versa; if there is a decrease in the value of
brand equity, it will decrease the value of the purchase
decision.
Table 6 shows that the coefficient of determination or
what is commonly referred to as the R square
obtains a value of 0.567. This shows that brand
equity contributed 56.7% to the purchase decision.
Or in other words, 56.7% of purchasing decisions
can be explained by brand equity. However, 43.3%
of the purchasing decisions are determined by other
variables not examined in this study.
Table 6
Model Summary
Source: Results of Data Processing (2018)
T test
Table 5 can be seen that t count ( 11,326)
greater than t table ( 1,985), so it can be stated that
brand equity has
influence on purchasing decisions. Then, based on
the significance value of 0.000 <0.05, it can be stated
that brand equity has a significant effect on
purchasing decisions.
Hypothesis test
Table 7 shows whether brand equity which includes
brand awareness, brand association, perceived
quality, and brand loyalty simultaneously has a
significant or not significant effect on purchasing
decisions.
Table 7
Hypothesis F Test H 1
Source: Results of Data Processing (2018)
It can be seen that F count ( 128,275)> F table
(3.94), so it can be stated that
Brand equity which includes brand awareness, brand
association, perceived quality, and brand loyalty
simultaneously influences purchasing decisions. In
the Sig. Column,
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significance obtained a value of 0.000 <
0.05, so it can be stated that brand equity includes
brand awareness, brand association, perceived
quality, and brand loyalty simultaneously have a
significant effect on purchasing decisions. With
thus, Hypothesis H 1 accepted, namely brand equity
which includes brand awareness,
Brand association, perceived quality, and brand
loyalty simultaneously influence purchasing decisions
at SIMETRI Coffee Roasters
Castle Development. Thing this
shows that brand equity in SCR can be a significant
factor in contributing to consumer purchasing
decisions.
Table 8
Partial Test of Hypothesis H 2
Source: Results of Data Processing (2018)
Table 8 shows the partial test results
Hypothesis H 2. In column t, note that
t count ( 4.707)> t table ( 1985), so it can be stated that brand
awareness has
influence on purchasing decisions. In the Sig.
Column, the significance value is 0.000 <0.05, so it
can be stated
that awareness brand
significant effect on decisions
purchase. Thus, Hypothesis H 2
accepted i.e. brand awareness has an effect
significant towards purchasing decisions at SIMETRI
Coffee Roasters Puri Kembangan. This suggests that
brand awareness on SCR can be a significant factor
in contributing to consumer purchasing decisions.
Table 9 shows the partial test results
Hypothesis H 3. In column t, note that
t count ( 9,572)> t table ( 1985), so it can be stated that the
brand association has
influence on purchasing decisions. In the Sig.
Column, significance scores
equal to 0.000 <0.05, so it can be stated that brand
association has a significant effect on purchasing
decisions.
Thus, Hypothesis H 3 accepted i.e. association
brand take effect significant
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 Journal of Tourism, Vol. 5 No. 2 September 2018
on purchasing decisions at SIMETRI Coffee
Roasters Puri Kembangan. This shows that the
brand association on SCR can be a significant factor
in contributing to consumer purchasing decisions.
Table 9
Partial Test of Hypothesis H 3
Source: Results of Data Processing (2018)
Table 10
Partial Test of Hypothesis H 4
Source: Results of Data Processing (2018)
Table 10 shows the partial test results
Hypothesis H 4. In column t, note that
t count ( 6,857)> t table ( 1985), so it can be stated that the
perceived quality has
influence on purchasing decisions. In the Sig.
Column, the significance value is 0.000 <0.05, so it
can be stated
that perception
significant effect on decisions
purchase. Thus, Hypothesis H 4
accepted, namely the perceived quality has an effect
significant towards purchasing decisions at SIMETRI
Coffee Roasters Puri Kembangan. This suggests that
the perceived quality of the SCR can be a significant
factor in contributing to consumer purchasing
decisions.
Table 11
Partial Test of Hypothesis H 5
Source: Results of Data Processing (2018)
Table 11 shows the results of the partial test co-branding together brand big
Hypothesis H 5. In column t, it is known that periodically that has a consumer profile t count ( 6,032)> t table ( 1985), so
it can be the same as SIMETRI Coffee Roasters.
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stated that loyalty consumer
has an influence on purchasing decisions. In the Sig
column, the significance value is 0.000 <0.05, so it
can be stated that brand loyalty has a significant
effect on purchasing decisions.
Hypothesis H 5 accepted, namely brand loyalty has a
significant effect on decisions
purchase at SIMETRI Coffee Roasters Puri
Kembangan. This shows that consumer loyalty to
SCR can be a significant factor in contributing to
consumer purchasing decisions.
CLOSING
SIMETRI Coffee Roasters Puri Kembangan brand equity
is stated to be neutral and tends to agree according to
consumers as measured by four dimensions, namely
brand awareness, brand association, perceived quality,
and loyalty.
brand. Decision Purchase
SIMETRI Coffee Roasters Puri Kembangan consumers
are stated to be neutral and tend to agree which is
measured based on seven dimensions, namely the
number of products, product form, brand, seller, number
of products, purchase time, and method of payment.
SIMETRI Coffee Roasters Puri Kembangan brand
equity, either partially or simultaneously has a significant
effect on consumer purchasing decisions,
Where both have
quality
strong and unidirectional relationship.
Practical Suggestions
Advice to the SCR; (1) Ensure that information related
to products on social media and the F&B Platform
(Zomato, Qraved, Trip Advisor) is up to date. The
information in question can be in the form of availability guest
beans, for example from the Coffee Smith or the
Cupping Room which is sold within a certain time. (2)
Creating a promotion program as one of the marketing
strategies, especially for employees and entrepreneurs
who are the majority of consumers. The promotional
program is such as happy hour to coffee and
main course at 18.30–20.30. (3) Increase brand
awareness by
Example co-branding as make
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 Journal of Tourism, Vol. 5 No. 2 September 2018
regular collaboration or collaboration with Manual
Jakarta or the Indonesia Coffee Exchange. (4)
Ensuring that the products offered can always be
adjusted to the tastes or demands of consumers, for
example in beverage products, consumers can ask
for sugar and ice levels that are less than normal
standards. (6) Adding options for payment methods,
namely using a debit card other than BCA and a
credit card.
Academic Advice
Suggestions for further research by adding other
independent variables such as
brand image and brand positioning, and researching factors
that have not been studied, such as lifestyle.
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