THE EFFECT OF BRAND EQUITY AND PRODCUT QUALITY TOWARD CONSUMER’S PURCHASE DECISION (CASE STUDY: J.CO DONUTS & COFFEE MANADO)
Abstract: Purchasing decisions
are in the stage of the buyer decision-making process in which consumer
actually buy. Some of the factors that influence consumer purchase decisions
are brand equity and product quality. This research aimed to analyze
simultaneously and partially effect of brand equity and product quality toward
consumer purchase decision of J.CO Donuts & Coffee Manado. Theories
supporting research are brand equity, product quality and purchase decision.
The population refers to J.CO Donuts & Coffee customers in Manado city with
sample size as many as 100 respondents. This research used quantitative
analysis and the data analysis technique used is multiple regression analysis.
The result showed that simultaneous brand equity and product quality significantly
influence consumer purchasing decision. Partially brand equity and product
quality are significantly influence consumer purchase decision. Brand equity
and product quality has contributed greatly to the consumer purchase decision,
then the parties should consider factors J.CO brand equity and product quality
in company.
Keywords: Brand Equity, Product
Quality, Purchase Decision
Penulis: Christika Kiling,
Ferdinand F. J. Tumewu
Kode Jurnal: jpmanajemendd170466
