ANALISIS PENGARUH EKUITAS MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Empiris pada Produk Sanitaryware Merek INA)

Abstract

Brand equity is the result of consumer perceptions influenced by several factors. Brand equity can not be easily understood without taking into account the factors that make up the brand equity in the minds of consumers. Brand equity is a form of consumer response to differences in awareness and brand association based its marketing strategy. This study is aimed to answer the research question of "How does the perceived quality, brand awareness, brand associations, and price in improving the buying decision?" To answer the research questions, required data on perceived quality, brand awareness, brand associations, price, and buying decision is obtained from 126 respondents. The data obtained were then analyzed by using multiple regression test. Test results using multiple regression test on the data showed that quality perception proved to have a positive and significant impact on buying decision, brand awareness proved to have a positive and significant impact on buying decision, brand association proved to have a positive and significant impact on buying decision, and price proved to have a positive and significant impact on buying decision