PENGARUH DIMENSI-DIMENSI EKUITAS MEREK TERHADAP RASA PERCAYA DIRI PELANGGAN DALAM KEPUTUSAN PEMBELIAN
Abstract: This study aims to analyze and discuss the
influence of brand awareness, brand association, impression quality, and brand
loyalty to the self-confidence in their buying decision on the Kawasaki Ninja 250R
. This study is the research conclusive causal approach. Its population is a
member of the Kawasaki Ninja 250R community at least 18 years and was involved
in the purchase decision process of Kawasaki Ninja 250R in Surabaya. Samples
taken as many as 110 people with purposive sampling technique. The results
showed that the coefficient of determination (R2) of 0.618 influence brand
awareness, brand association, the impression of quality, brand loyalty towards
confidence in the purchase decision is as much 68.1%, while the remaining 31.9%
is influenced by other variables outside research. Variables brand awareness,
brand association, the impression of quality, brand loyalty and simultaneous
partial effect on confidence in the purchase decision was the dominant
influence on brand loyalty variable.
Keywords: brand awareness,
brand association, perceived quality, brand loyalty, confidence on buying
decision
Penulis: FREDY ARIYANTO
Kode Jurnal: jpmanajemendd130972
