THE INFLUENCE OF BRAND EQUITY ON PURCHASE INTENTION : A CASE OF SOREX

Abstract

Purpose The purpose of this research is to find out the influence of country-of-origin towards the brand equity dimension (brand awareness, brand loyalty, perceived quality, and brand association) and the influence of brand equity dimension (brand awareness, brand loyalty, perceived quality, and brand association) towards purchase intention. Design/Methodology/Approach In this research, quantitative research is used and the questionnaires were spread through online and offline with 19 statements. A total of 325 questionnaires are spread, 100 of those questionnaires are trough offline (spread manually). This research was using purposive sampling technique. The questionnaires are specifically given to women lived around Jabodetabek and Bandung area. Statistical tool were used to calculate the construct validity (KMP and Bartlett’s Test) and reliability (Cornbach’s Alpha). After that, multiple regression analysis was used as a tool to test whether the theoretical framework and hypothesis were accepted or not. Findings From the multiple regression analysis shows that, there is a significant influence of perceived quality and brand loyalty toward purchase intention. While there are no significant influences of brand awareness and brand association toward purchase intention. But those four variables as brand equity’s dimension have significant influence toward purchase intention Originality/Value This research with tittle the influence of country-of-origin to brand equity and it’s impact on purchase intention: in case of Sorex has not been done before. This is the first research done towards Sorex. The framework used in this research had also never been used in the previous research. The majority of past researches were only investigate on price towards brand equity, customer satisfaction towards purchase intention, etc.