THE INFLUENCE OF BRAND EQUITY TOWARDS PURCHASING DECISION OF DIETARY SUPPLEMENT PRODUCTS IN ZHENGZHOU CHINA (A CASE STUDY OF AMWAY)

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. The objective of this study is to assess and find out the influence of brand equity towards purchasing decision of dietary supplement product Amway in Zhengzhou, China. There are four independent variables in this study and these are perceived quality, brand awareness, brand association and brand loyalty, and, a dependent variable which is purchasing decision. The quantitative research was employed in this study. The respondents were composed of one hundred (100) respondents who are dietary supplement consumers. A survey questionnaire was developed to serve as the principal source of data. The research used quantitative analysis and used the measuring instrument that includes validity test and reliability, and multiple regressions to test the hypothesis through the T-test and F-test. Based on the statement of the problems of the study, findings are as follow: that there is a significant influence of Perceived Quality and Brand Loyalty towards Purchasing Decision; and there is simultaneously significant influence of perceived quality, brand awareness, brand association and brand loyalty toward purchasing decision of Amway dietary supplement. Finally, the researcher recommended that perceived quality and brand loyalty should always be given attention by the company as these are the highest influencer toward purchasing decision in maintaining its brand equity. This study will also be a good reference for those future researchers who want to focus on the same topic.