Abstract:
This research analysis “Empirical Assesment Brand Equity Dimensions Toward
Purchasing Decision for Nike Sport Shoes. A survey was conducted on 260
respondents with the filtering question whether they bought Nike sport shoes or
not, so that from filtering question, 170 respondents ever bought Nike sport shoes.
There are four independent variables which are brand awareness, brand
association, brand loyalty, and perceived quality, and dependent variable which is
purchasing decision. Data analysis technique used is multiple linear regression
with least squares equation and test hypothesis using t-statistic for testing the
partial regression coefficients and F-statistic to test the effect together with a
significance level of 5%. It also tested the classicial assumptions that included tests
of normality, multicollinearity test, test of heterocedasticity and autocorrelation
test. This shows the available data has been qualified using multiple linear
regession equation model. The Result indicate that brand awareness (X1) and
perceived quality (X4) have no significant influence toward purchasing decision
for Nike sport shoes. The variables brand association (X2) and brand loyalty (X3)
significantly influence to the purchasing decision for Nike sport shoes. Predictive
ability of four variables toward purchasing decision for Nike sport shoes in this
study of 54.1% while the remaining is 45.9% be affected by other factors not
include in the research model.