PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO

Abstract

This research studies about the influence of brand equity to the purchasing decision of Yamaha Mio motorcycle in Surabaya (a case study on the Students of STIESIA Surabaya). The sample collection technique has been done by using non-probability sampling. The population is all students of STIESIA Surabaya. The samples are 88 respondents. The data analysis is carried out by using multiple linear regressions analysis which is meant to calculate the magnitude of the regression coefficient to show the great influence of brand equity to the purchasing decision of Yamaha Mio motorcycle in Surabaya (a case study on the Students of STIESIA Surabaya). The result of multiple linear regressions test shows that independent variables of brand equity which includes brand awareness, quality perception, brand loyalty, and brand association have positive sign. It means that the independent variables which have been applied in this research have unidirectional correlation with its dependent variable. Meanwhile, brand association is the variable which has dominant influence to the purchasing decision of Yamaha Mio motorcycle in Surabaya (a case study on the Students of STIESIA Surabaya).
Keywords: Brand Awareness, Quality Perception, Brand Loyalty, Brand Association, and Purchasing Decision