ANALYSING THE IMPACT OF BRAND EQUITY ON CONSUMER PURCHASE INTENTION OF ETUDE HOUSE COSMETIC PRODUCT IN MANADO
ABSTRACT: The high number of
imported product sales have made foreign companies became more interested to
enter Indonesia’s market, including the Etude House cosmetic producst. In order
to maintain the existence of the company, a strong brand equity should be
built. Aaker’s brand equity theory is used in this research, involving brand
loyalty, brand awareness, perceived quality, and brand association. The purpose
of this study is to examine the impact of brand equity on consumer purchase
intention. The data collection method used the non probability convenient
sampling technique. A sample of 100 questionnaires were distributed to the
customer of Etude House in Manado, and multiple regression analysis was
used.Previous research from Jalivand, Samiei & Mahdavinia (2011) proves
that all the elements of brand equity has a significant influence on consumer
purchase intention in automobile industry. The findings of this research shows
that simultaneously all the elements of brand equity has a strong influence on
customer purchase intention. While partially only perceived quality and brand
association influence customer purchase intention, whereas brand loyalty and
brand awareness does not have any significant influence on customer purchase
intention. Thus, Etude House should build a good relation with the customer to
create strong brand loyalty and improve the product’s design to be more
attractive and easy to remember by the customers.
Author: Arindah Walangitan, Sifrid
S. Pangemanan, Farlane S. Rumokoy
Journal Code: jpmanajemengg150052
