ANALISIS PENGARUH BRAND EQUITY TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA KONSUMEN POND’S DI KOTA SURABAYA
ABSTRACT: This study aimed to
analyze the effect of brand equity on consumer buying decision process on
Pond's in the city of Surabaya, and to investigate the respondents' assessment
of the brand equity and consumer purchasing decisions on the Pond's facial care
products in Surabaya. The sampling technique used in this study was
non-probability sampling technique. Sampel of the respondents in this study
were women aged 20 to > 50 years who live in the city of Surabaya and use
Pond's during the last six months. Data analysis techniques used in this study
is structural equation model (SEM). Result of this study indicates that there
is has a positive significant effect on Brand Equity on consumer buying
decision process. Besides it found that Brand Loyalty is the most powerfull
indicator in shaping the Brand Equity and consumer buying decisions is the most
powerfull indicator in explaining the buying decision process.
Penulis: IKA IRWANTI
Kode Jurnal: jpmanajemendd130715
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