PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DISTRIBUTIN OUTLET COSMIC SURABAYA

Abstract

Fashion world in Indonesia can be said has developed rapidly in the last decades. This matter is supported by various good viewpoints of local fashion designers, when they become more potential and the economic level is getting better as well up to the rapid growth of retail sector. The development of fashion world becomes important issue both young and old circle. One of the assets to achieve this condition is product trademark which has been developed and become the largest source of assets for the company. When brand equity of a product is getting firm then the product appeal to attract customer to consume the product is getting strong. Strong brand equity can be formed through brand awareness, brand association, perceived quality, and brand loyalty. This research is meant to test the influence of brand awareness, brand association, perceived quality, and brand loyalty to the purchasing decision.This research is a survey research. The population is all customers of fashion product “Cosmic” in Surabaya. The samples are 100 respondents which have been selected by using purposive sampling. The analysis technique has been carried out by using Smart PLS 2.0 version (Partial Least Square).The result of the research shows that brand awareness has an influence to the purchasing decision, brand association has an influence to the purchasing decision, perceived quality has an influence to the purchasing decision, and brand loyalty has an influence to the purchasing decision.
Keywords: Brand awareness, perceived quality, brand loyalty, brand association, purchasing decision