THE INFLUENCE OF BRAND EQUITY TOWARD PURCHASE DECISION CASE STUDY OF BANK MANDIRI MOBILE MONEY E-CASH

Abstract

Bank Mandiri was formed by government of Indonesia in 1998. Bank Mandiri has a target in retail service to become the consumer's bank of choice in the retail deposit market by providing a unique and superior banking experience. In 2014, Bank Mandiri launched Mandiri E-cash to make a cashless society. For E-Cash services, customer can make a transaction in merchant, also bookstore, online gaming, restaurant, online shopping, move theater, etc. This study aims to examine the significant influence of brand equity (brand image, perceived quality, brand association, brand loyalty) toward purchase decision. The analytical method use is quantitative analysis. Probability sampling especially systematic sampling was used for this research. The researcher divided equally the number of respondents in each bank branch (50 respondents for each bank branch). There are 3 branches in Jakarta used in this research. For the second stage, due to the long process to get the permission for conducting research in the selected bank branches, researches utilized non-probability sampling which were purposive and snowball samplings. Tests included in quantitative analysis are reliability and validity test, classical assumption test, and linear multiple regression to conduct the hypothesis testing through T-Test, F-Test, and Coefficient of determination (R ). The result found in the analysis that brand equity has positive significant influence toward purchase decision