THE IMPACT OF BRAND EQUITY ELEMENTS ON MICROBUSINESS' PURCHASE DECISION TO ACQUIRE LOAN FROM WAROENG BANK JAWA BARAT STUDY CASE: MICROBUSINESS DEBTORS OF WAROENG BANK JAWA BARAT BRANCH JABABEKA

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.