Pengaruh Elemen Ekuitas Merek (Brand Equity) Terhadap Keputusan Pembelian Produk Pakaian (X) S.M.L di Surabaya
Alinegoro, Irwan Hartono
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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.