THE INFLUENCE OF BRAND EQUITY TOWARD CUSTOMER BUYING DECISION ON COSMETIC PRODUCT IN JAKARTA

Abstract

Beautiful and fascinating is the dream of all women in the world. Makeup is an activity to change the appearance of the actual original shape with the help of cosmetic materials and tools. The research is based on the competitive conditions the industry cosmetics in Indonesian, both industry cosmetics national and international. The researcher chose brands such as Bobbi Brown, Etude, Loreal, Mac, Maybelline and Revlon their familiar its for people in Indonesia, especially in Jakarta. The problem in this research is " What if brand equity (brand awareness, brand association, perceived quality, brand loyalty) can be affect to the costumer and make costum er choose to buy makeup product. The data are collected by distributing questionnaires to 140 costumer makeup products. The researcher using quantitative analysis incl udes validity test and reliability, classic assumption and multiple regression to test the hypothesis through the T test and F test and coefficient of determination ( R ²). Hypothesis testing using T test showed that three independent variables (brand aware ness, perceived quality, brand loyalty) significant influence toward customer buying decision as dependent variable. Then th rough the F test proven that all independent variable s (brand awareness, brand association, perce ived quality, brand loyalty) have a significant influence toward customer buying decision. From the R square test show the 0.639 indicates that 63.9 percent the dependent variable (customer buying decision) are influence by independent variable (brand awareness, brand association, perceived quality, brand loyalty), while 36.1 percent are influenced by other factors.