THE INFLUENCE OF BRAND LOYALTY, AWARENESS, AND ASSOCIATION TOWARD CONSUMER BUYING DECISION OF MIZONE (A CASE STUDY OF PRESIDENT UNIVERISTY)

Abstract

This study is conducted to find the relationship between brand equity aspects, especially brand loyalty, brand awareness, and brand association toward consumer buying decision of Mizone. Mizone is a product that competes in isotonic drink market. Mizone is a national product originally made in Indonesia. However, Mizone isn’t the number one isotonic drink in Indonesia, although it is a national product. Based on the top brand index 2013, Mizone scored 39.5%, number two after Pocari Sweat. There are lots of competitors from outside the country that enter isotonic drink market in Indonesia. Researching based on the brand equity factor of the product indicated which factor that affects consumer buying behavior. The result shows that brand association has the biggest effect on Mizone consumer buying decision, which is 0.643, compared to brand loyalty (0.186) and brand awareness (0.171). Therefore, the researcher suggests that PT. Tirta Investama which produces Mizone, can improve their branding aspects especially the brand association aspect.