PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

The power of brand is lied on its capability to influence the customer
behavior for shopping. In this modern world, consumers are getting easy to get
various information and have so many options. This research is aimed to test the
influence of brand image, quality perception, brand association, and brand loyalty
to the purchasing decision at Wardah cosmetic brand.
The analysis technique has been carried out to analyze the influence of
variables in this research by using multiple regressions analysis and t test. The
population is all customers of Wardah cosmetic and the samples are 100
respondents.
The result of this research can be concluded that brand image, quality
perception, brand association and brand loyalty give significant and positive
influence to the purchasing decision. This condition shows that brand equity
requires attention from the company because brand equity is the primary strategy
of the company in achieving the continuous advantages, both as market leader and
as growth strategy. The independent variables which consist of brand image,
quality perception, and brand loyalty shows that the contribution is greater or
dominant to the purchasing decision.
Keywords: Brand image, quality perception, brand association, brand loyalty,
and purchasing decision.