THE INFLUENCE OF BRAND EQUITY TOWARDS PURCHASING DECISION FOR TOYS ( A CASE STUDY OF MATETEL.INC TOYS IN JAKARTA )

Abstract

This study was about the Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty factors influencing customers’ purchasing decision of Mattel toys. MATTEL.INC is one of the big and famous toy company in Indonesia. They offering a lot of toy products, they have a very old brand and good brand value product. So they must be prepared good staff and skillful leadership of perform the best brand equity to the customers. It is important to find out the factors that influence the customer purchasing decision of MATTEL.INC.In recent years Mattel sales has been decrease from 2013 till 2015.Base on the theory the sample size should be at least ten times as large as the number of questions in the study. In determining the sample size will be 183. In this thesis the researcher used questionnaires with Likert scales and Bimominal logistic to analyze and collected data statistical software was used. The variables used in this study are Perceived Quality, Brand Awareness, Brand Association, and Brand Loyalty as dependent variables and Purchasing Decision as independent variable. The respondents of this research were people who are Mattel’s customers In Jakarta (Mall Kelapa Gading, Plaza Indonesia, Senayan City).Based on the result, perceived quality and brand loyalty as success factors influencing customer purchasing decision. So, in the future, Mattel should focus on improving the perceived quality, enhance brand loyaltyfor better and greater of customer purchase decision making.