Abstract:
This research aims to investigate the influences of brand equity elements
on microbusiness debtors’ purchase decision and using study case of
microbusiness debtors in Waroeng Bank Jawa Barat Branch Jababeka. The
elements of brand equity analyzed in this research are brand loyalty, brand
awareness, perceived quality, and brand association. The researcher uses
questionnaires with Likert scale for data gathering. There are 50 respondents
which are almost the numbers of microbusiness debtors in Waroeng Bank Jawa
Barat branch Jababeka. From 50 respondents, 15 will be used as pre-test (pilot
test) while the rest 35 will be used in real data treatment.Simple random sampling
method was used to choose the respondents. Testing instruments used is multiple
regression analysis for real data treatment remembering the parametric nature of
the obtained data. The result is perceived quality and brand association are the
significant variables on influencing microbusiness debtors’ purchase decision in
Waroeng Bank Jawa Barat Branch Jababeka. All four elements of Brand Equity
have significant influence of 75.2%. It means that the rest of 24.8% is influenced
by other factors. This research can be useful for those who are engaging to
promote certain micro credit institution in order to increase its market value.
