THE IMPACT OF BRAND EQUITY DIMENSIONS TOWARD PURCHASING DECISION FOR NIKE SPORT SHOES (A CASE STUDY OF STUDENTS IN PAX ECCLESIA JUNIOR HIGH SCHOOL AND PAX PATRIAE SENIOR HIGH SCHOOL IN BEKASI)

Abstract

This research analysis “the impact of brand equity dimensions toward purchasing decision for nike sport shoes (a case study of students in pax ecclesia junior high school and pax patriae senior high school)”. A survey was conducted on 212 respondents with the filtering question whether they bought Nike sport shoes or not, so that from filtering question, 170 respondents ever bought Nike sport shoes. There are four independent variables which are brand awareness, brand association, brand loyalty, and perceived quality, and dependent variable which is purchasing decision. Data analysis technique used is multiple linear regression with least squares equation and test hypothesis using t-statistic for testing the partial regression coefficients and F-statistic to test the effect together with a significance level of 5%. It also tested the classicial assumptions that included tests of normality, multicollinearity test, test of heterocedasticity and autocorrelation test. This shows the available data has been qualified using multiple linear regession equation model. The Result indicate that brand awareness (X1) and perceived quality (X4) have no significant influence toward purchasing decision for Nike sport shoes. The variables brand association (X2) and brand loyalty (X3) significantly positive influence to the purchasing decision for Nike sport shoes. Predictive ability of four variables toward purchasing decision for Nike sport shoes in this study of 54.1% while the remaining is 45.9% be affected by other factors not include in the research model.