PENGARUH ELEMEN EKUITAS MEREK ( BRAND EQUITY ) TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKAIAN (X) S.M.L DI SURABAYA

Abstract

In 2011, fashion has become more attentive for indonesian people hence this affect a lot of fashion industries to develop. Indonesian people are very interested to purchase fashion things particularly clothes to express their lifestyle. This research is aiming to analyze and to measure the effect of the element of brand equity which consist of brand awareness, perceived quality, brand association and brand loyalty toward purchase decision of (X) S.M.L. After conducting the literature review and hypothesis formulation, the data are collected through questionnaires that are submitted to 100 consumers whom have ever bought the (X) S.M.L clothes in Surabaya with the minimum of two times within a year for the purchasing and the range age have to be around 17-65 years old. The data are obtained using purposive sampling technique then conduct the analysis data by quantitative method. Quantitatif analysis concludes: validity and reability test, classic assumption test, multiple regression analysis, hypothesis testing via t test and F test and analysis coefficient determination (R2). The result of t test in this thesis shows that the variable of brand loyalty has the most significant affection toward purchase decision with the coefficient regression of 0,451, whereas the variable of brand awareness has significant affection toward purchase decision with the coeffecient regression of 0,266, but the variable of perceived quality and brand association do not have significant affection toward purchase decision with the regression of 0,070 and 0,139. Base on the result of F test shows that all of four variables simultaneously give positive and significant impact toward purchase decision. This research obtain the value of Adjusted R Square of 0.728 which indicates that 72.8 percent of variation of purchase decision can be explained by the four independent variables in the regression equation. The other 27.2 percent remaining is explained by the other variables other than the four variables that are being used in this thesis.