PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN KONSUMEN MEMBELI SEPEDA MOTOR HONDA

Abstract

This research is meant to find out the influence of brand awareness, quality perception, brand association and
brand loyalty to the purchasing decision at CV. Calista Abadi di Sidoarjo. The sample collection has been done
by using non probability method, and the samples are 100 respondents. This research is a descriptive research i.e.
one of the researches describe and interpret an object in accordance with the existing fact, without exaggeration.
Based on the result of analysis and hypothesis test it can be concluded that: (1) brand awareness has significant
influence to the purchasing decision; (2) quality perception does not have any influence to the purchasing
decision; (3) brand association does not have any significant influence to the purchasing decision; (4) brand
loyalty has dominant influence to the purchasing decision because it has the highest significance level is 0.000
which means that the rate is below the rate of 0,05. The conclusions drawn are the same, namely that brand
awareness, perceived quality, brand association and brand loyalty is jointly significant effect on the purchasing
decision.

Keywords: Brand, Brand Equity and Purchasing Decision