PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN DI STARBUCKS GALAXY MALL SURABAYA

Abstract

Brand equity strategy is a strategy that can be used by companies to get a purchasing decision. This
research is meant to find out the influence of brand awareness, brand association, quality perception,
brand loyalty to the purchasing decision at Starbuck Galaxy Mall Surabaya and to test among the
elements which of them have dominant influence to the purchasing decision at Starbucks Galaxy Mall
Surabaya. This reseach has been done by using quantitative research and by conducting survey and
issuing questionnaires to 100 respondents. The data analysis technique has been done by using
multiple linear regressions. It has been found that brand awarenes has positive influence to the
purchasing decision. Brand Association has positive influence to the purchasing decision. Quality
perception has positive influence to the purchasing decision. Brand loyalty has positive influence to
the purchasing decision. This means that brand equity can provide a boost forr someone to make a
purchasing decision of a perticular item. In this research brand loyalty has dominant inlfuence to the
purchasing decision at Starbucks Galaxy Mall Surabaya.

Keywords: Brand Awareness, Brand Association, Quality Perception, Brand Loyalty, Purchasing
Decision.