PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

Abstract

The power of brand is lied on its capability to influence the customer behavior for shopping. In this modern
world, consumers are getting easy to get various information and have so many options. This research is aimed
to test the influence of brand image, quality perception, brand association, and brand loyalty to the purchasing
decision at Wardah cosmetic brand. The analysis technique has been carried out to analyze the influence of
variables in this research by using multiple regressions analysis and t test. The population is all customers of
Wardah cosmetic and the samples are 100 respondents. The result of this research can be concluded that brand
image, quality perception, brand association and brand loyalty give significant and positive influence to the
purchasing decision. This condition shows that brand equity requires attention from the company because brand
equity is the primary strategy of the company in achieving the continuous advantages, both as market leader
and as growth strategy. The independent variables which consist of brand image, quality perception, and brand
loyalty shows that the contribution is greater or dominant to the purchasing decision.
Keywords: brand image, quality perception, brand association, brand loyalty, purchasing decision.