THE EFFECT OF BRAND EQUITY TOWARD CONSUMER BUYING DECISION BEHAVIOR OF SARI ROTI (A CASE STUDY OF PRESIDENT UNIVERSITY STUDENT BATCH 2007)

Abstract

The objective of the study is to analyze and find out whether the variable of brand equity can influences consumer buying decision to buy SARI ROTI. This research also tries to find out which of the element of brand equity that can influence consumer buying decision behavior. The importance of this study is to provide information and key of the effect of brand equity and consumer buying decision behavior, to help in determining the business activities and improve understanding on importance of brand equity and its impact on the consumer buying decision behavior.

To simplify and create the effectiveness of the research, researcher focuses to do the research for President University student batch 2007. So the result of this study maybe will be applicable only for President University student batch 2007.

The research method that used in this research is Quantitative research with spread a questioner to 123 respondent of President University student batch 2007. To analysis the data, the researcher using validity and reliability test, descriptive analysis, normality test, multiple regression analysis, determinant coefficient, T-test, and F-test.

And finally the general result of this research is rejected the null hypothesis, which means brand equity has significant effect toward consumer buying decision behavior of SARI ROTI for President University student batch 2007. From the fourth of the independent variable of Brand Equity that consist of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty the most dominant effect toward consumer buying decision behavior is Brand Association variable. While variable that have negative effect toward consumer buying decision is Perceived Quality.