THE INFLUENCE OF BRAND EQUITY TOWARDS PURCHASING INTENTION OF FIRST MEDIA (A STUDY CASE OF PAY CABLE TV IN LIPPO CIKARANG)

Abstract

The focus of this research was to find out the influence of Brand Equity on Customer Purchase Intention of First Media in Lippo Cikarang. Among the five factors of Brand Equity elements, the research limited only on Brand Awareness, Brand Association and Perceived Quality as independent variables. The population of the research was households in Lippo Cikarang and convenience sampling was used as sampling method. The total number of samples was 340 respondents. The research method used to find out the relationship was quantitative analysis by using primary data collected from questionnaires distributed among the respondents. Data analysis used multiple regression method to find out the influence of independent variables toward purchase intention as dependent variable. The results of F-test and T-test indicating that independent variables significantly influence purchase intention simultaneously as well as partially. The result of the R2 indicating that only 86% of purchase intention changes could be explained by the changes of independent variables.