THE INFLUENCE OF BRAND EQUITY TOWARDS PURCHASING DECISION OF FRISIAN FLAG (A CASE STUDY OF FRISIAN FLAG MILK IN GIANT TAMBUN)

Abstract

Brand equity is very important for a product to survive in the market. There are 4 key factors of consumer-based brand equity which will affect purchasing decision of the consumers, which are: brand awareness, brand association, perceived quality, and brand loyalty.This research proposed to analyze the importance of consumer-based brand equity towards purchasing decision of Frisian Flag (A Case Study of Frisian Flag Milk in Giant Tambun). The purpose of this research is to understand the influence of consumer-based brand equity factors (Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty) partially towards purchasing decision.This research use quantitative research method with binomial logistic regression analysis to analyze the data collected from questionnaire spreaded to Giant Tambun. The results of this research shows that there is significant influence of Perceived Quality, Brand Awareness and Brand Association, and Brand Loyalty towards Purchasing Decision. There are 2 unsignificant variables affects purchasing decision indirectly through brand loyalty, biggest influence to purchasing decision there are Perceived Quality and Brand Loyalty.