Muhammad Rifky Fadillah, 2110412210001, 2025. Pengaruh Brand Equity dan Keragaman Produk Terhadap Keputusan Pembelian Susu UHT Ultra Milk di Banjarmasin, di bawah bimbingan: Hairudinor

Penelitian ini dilakukan bertujuan menguji pengaruh secara parsial dan simultan variabel brand equity dan keragaman produk terhadap keputusan pembelian Susu UHT Ultra Milk di Banjarmasin.

Penelitian ini menggunakan pendekatan kuantitatif, lokasi penelitian di Banjarmasin. Sampel sebanyak 100 orang responden yang pernah membeli produk Susu UHT Ultra Milk dipilih secara acak melalui teknik simple random sampling. Analisis data menggunakan regresi linier berganda dibantu IBM SPSS Statistik Versi 25.

Hasil penelitian ini membuktikan Brand Equity berpengaruh positif dan signifikan terhadap Keputusan Pembelian Susu UHT Ultra Milk di Banjarmasin. Keragaman Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Susu UHT Ultra Milk di Banjarmasin. Serta Brand Equity dan Keragaman Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Susu UHT Ultra Milk di Banjarmasin.

Keywords: Brand Equity, Keragaman Produk, Keputusan Pembelian.

Muhammad Rifky Fadillah, 2110412210001, 2025. The Influence of Brand Equity and Product Diversity on Purchasing Decisions of UHT Ultra Milk in Banjarmasin, under the guidance of: Hairudinor

This research was conducted to test the partial and simultaneous influence of brand equity and product diversity variables on purchasing decisions of UHT Ultra Milk in Banjarmasin..

This study uses a quantitative approach, the research location is in Banjarmasin. A sample of 100 respondents who have purchased UHT Ultra Milk products were selected randomly through a simple random sampling technique. Data analysis using multiple linear regression assisted by IBM SPSS Statistics Version 25.

The results of this study prove that Brand Equity has a positive and significant effect on Purchasing Decisions of UHT Ultra Milk in Banjarmasin. Product Diversity has a positive and significant effect on Purchasing Decisions of UHT Ultra Milk in Banjarmasin. And Brand Equity and Product Diversity have a positive and significant effect on Purchasing Decisions of UHT Ultra Milk in Banjarmasin.

Keywords: Brand Equity, Product Diversity, Purchasing Decisions.