Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Pada Minuman Bubble Tea Di Palembang

The study aims to examine the effect of brand equity towards purchase decisions of bubble tea drink in Palembang.. The population of this study were all of consumer who drinking or buying bubble tea drink in Palembang Indah Mall and Palembang Square. The samples of this study determined using by purposive sampling. The samples were obtained 100 respondents. The hypotesis by using multiple linear regression with the Statistic Package For Social Science (SPSS) version 17.0. The results of this study showed that brand equity affects on bubble tea drink purchase decision in Palembang. The results of this reasearch in this descriptive analysis of this studt showed that the average score of five variable of brand equity who have the highest score and prominentis the brand awareness variable with the highest score is 3,675.