PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING PADA PT WULING ARISTA SAMARINDA

Abstract

The purpose of this study are: 1) To find out and analyze the influence of brand equity in terms of brand awareness indicators on the decision to buy a Wuling car. 2) To find out and analyze the effect of brand equity in terms of brand association indicators on the decision to buy a Wuling car. 3) To find out and analyze the effect of brand equity in terms of perceived quality indicators on the decision to buy a Wuling car. 4) To find out and analyze the influence of brand equity in terms of indicators of brand awareness, brand associations and perceived quality jointly on the decision to buy a Wuling car.

This research was conducted only on Wuling car consumers who made purchases at PT Wuling Arista Samarinda. Samples taken as many as 90 respondents with the purposive sampling method. Data collection techniques using field research and library research. Collecting data by distributing questionnaires with a scale likert to measure each indicator. The analytical tool in this study uses multiple linear regression analysis.

The results of the study show that 1) brand awareness has a significant positive effect on purchasing decisions. 2) The brand association variable has a significant positive effect on purchasing decisions. 3) The perceived quality variable has a significant positive effect on purchasing decisions. 4) The variables of brand awareness, brand association and perceived quality together have a significant effect on purchasing decisions.