THE ANALYSIS OF INFLUENCES OF BRAND EQUITY AND ADVERTISING TOWARD POCARI SWEAT’S PURCHASING INTENTION (CASE STUDY IN CITYWALK, JABABEKA)

Abstract

The objective of this research is to analyze the influence of brand equity and advertising toward Pocari Sweat’ purchasing intention. This research takes case study at Ciwalk Jababeka. From this research shows that brand equity and advertising influence the consumer purchasing intention. This research using quantitative method and its conducted based on brand equity and advertising theory. Besides, it also considered about consumer behavior focusing on purchasing intention. The data was obtained by doing observation and distributing questioner to 154 respondents. For processing the data from questioner using SPSS version 16 with several tests in it. According to multiple regressions analysis shows the formula for this research Purchasing intention = -0.149 X1 - 0.127 X2+ 0.239 X3 + 0.426 X4 + 0.272. Through this formula, two independent variables have negative correlation and three independent variables have positive correlation. The coefficient determinant (adjusted R Square) on this test is 0.514 means that independent variables can describe dependent variable about 51.4%. F-test and T-test in this research shows independent variables give significance influence toward dependent variable simultaneously or partially. The most significant are brand loyalty, perceived quality and advertising