ANALYSIS ON INFLUENCE OF BRAND EQUITY TOWARD CONSUMER BUYING DECISION FOR XL PRODUCTS AMONG PRESIDENT UNIVERSITY STUDENTS

Abstract

This study is conducted to analyze the significant influence of brand equity towards consumer purchase intention. There are four dimension of brand equity that is employed in this study and treated as the independent variable, which are: (1) Brand Awareness, (2) Perceived Quality, (3) Brand Association, and (4) Brand Loyalty. Consumer buying decision is the dependent variable in this study. Slovin’s formula is employed for the sampling size calculation with 90% confidence level. This study implements quantitative research method. The questionnaire is used as a tool in this study to be able to measure the significance influence of each dimensions (variables). The population in this study is President University students of batch 2011, because at this age they are assumed to be independent individuals who make their own buying decision. This study use multiple-linear regression as its statistical treatment of data with descriptive as complement; Pearson product-moment correlation test for validity, Cronbach’s Alpha for reliability, and classical assumption test as the pre-requisite for multiplelinear regression analysis. T-test and F-test are employed for the hypothesis testing. This study find that brand awareness, perceived quality, and brand association do not possess significant influence towards consumer buying decision with beta coefficient less than value of t-table (t-test) which is 1.771 in this study while brand loyalty possess significant influence towards consumer purchase intention. There is also a simultaneous significant influence towards consumer purchase intention with f-value higher than the value of f-table (f-test) which is 2.72 in this study.