THE IMPACT OF BRAND LOYALTY, BRAND AWARENESS, PERCEIVED QUALITY, BRAND ASSOCIATION TOWARDS PURCHASING DECISION OF POND’S FACIAL WASH IN METROPOLITAN MALL, BEKASI

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 loyalty, brand awareness, perceived quality, and brand association.This research proposed to analyze the impact of brand loyalty, brand awareness, perceived quality, and brand association towards purchasing decision of Pond’s facial wash in Metropolitan Mall, Bekasi. The purpose of this research is to understand the impact of Brand Loyalty, Brand Awareness, Perceived Quality, and Brand Association partially towards purchasing decision.This research use quantitative research method and using 200 respondents who are teenagers and proccess it with binomial logistic regression analysis to analyze the data collected from questionnaire spreaded to Metropolitan Mall Bekasi. The results of this research shows that there is significant impact of Brand Loyalty, Brand Awareness and Perceived Quality, and Brand Association towards Purchasing Decision. The biggest impact to purchasing decision there is Brand Loyalty. This research also shows that there is no multicollinearity between all the independent variables toward the dependent variables