PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN MOBIL MEREK HONDA BRIO DI SAMARINDA

Abstract

The objectives of this research are: 1 To determine and analyze the influence of brand awareness on the decision to purchase a Honda Brio brand car in Samarinda. 2) To find out and analyze the influence of brand associations on the decision to purchase a Honda Brio brand car in Samarinda. 3) To determine and analyze the influence of perceived quality on the decision to purchase a Honda Brio brand car in Samarinda. 4) To find out and analyze the influence of brand loyalty  on the decision to purchase a Honda Brio car in Samarinda. 5) To find out and analyze the influence of brand awareness, brand association, quality perception and brand loyalty together on the decision to purchase a Honda Brio brand car in Samarinda.

This research was conducted only on Brio car consumers in Samarinda. The sample taken was 96 respondents using the purposive sampling method. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis.

The research results show that 1) The brand awareness variable has a significant positive effect on purchasing decisions. 2) The brand association variable has a significant positive effect on purchasing decisions. 3) The quality perception variable has a significant positive effect on purchasing decisions. 4) The brand loyalty variable has a significant positive effect on purchasing decisions. 5) The variables brand awareness, brand association, perceived quality and brand loyalty together have a significant positive effect on purchasing decisions.