KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS, LOYALITAS MEREK DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK VIVA DI DAERAH ISTIMEWA YOGYAKARTA

Abstract

This study aims to determine the effect of brand equity on purchasing decisions for Viva cosmetics, as measured by partial significance test (t test) and simultaneous significance test (F test), technical data analysis used to answer the hypothesis with multiple linear regression test. The population of this research is all consumers who are in the Special Region of Yogyakarta. The sampling technique used purposive sampling method with a total sample of 100 people.

The results of this study indicate that: 1). Brand awareness has no significant effect on purchasing decisions; brand associations have a significant effect on purchasing decisions; perceived quality has a significant effect on purchasing decisions; brand loyalty has a significant effect on purchasing decisions  2). Brand awareness, brand association, perceived quality and brand loyalty have an influence on purchasing decisions