THE IMPORTANCE OF CONSUMER-BASED BRAND EQUITY TOWARDS CONSUMER’S PURCHASING DECISION OF PRESIDENT UNIVERSITY STUDENTS (CASE STUDY OF AQUA)

Abstract

Consumer-based brand equity is very important for a product to survive in the market. There are 4 key factors of consumer-based brand equity which will affect purchasing decision of the consumers, which are: brand awareness, brand association, perceived quality, and brand loyalty. This research proposed to analyze the importance of consumer-based brand equity towards purchasing decision of President University students (Case Study of Aqua). The purpose of this research is to understand the influence of consumer-based brand equity factors (Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty) partially and simultaneously towards purchasing decision. This research use quantitative research method with multiple regression analysis to analyze the data collected from questionnaire spreaded to President University students. The results of this research shows that there is no significant influence of Brand Awareness and Brand Association towards Purchasing Decision, but it is already predicted by researcher as those two variables are not directly affecting purchasing decision. The 2 unsignificant variables affects purchasing decision indirectly through brand loyalty, buying preference, etc; therefore they are still important factors for purchasing decision. While the other 2 variables (Perceived Quality and Brand Loyalty) are significant as they affect purchasing decision directly.