THE ANALYSIS OF MARKETING MIX AND BRAND EQUITY ON CUSTOMERS' BUYING DECISION A SURVEY OF TEA BAG CONSUMERS IN JAKARTA

Abstract

The researcher would like to present a research regarding the analysis of marketing mix and brand equity on customers’ buying decision. Based on this research, researcher tries identifying the influence between independent variables which are marketing mix (product, price, place, and promotion) and brand equity (brand awareness, brand association, brand loyalty, and perceived quality) to customer buying decision as dependent variable. Data used in this research are primary and secondary data, the primary data was collected by surver method through distributing questionnaire and secondary data was collected from those journals and books. This research used factor analysis to examined the data validity, and using multiple regression model where those are data had been tested by using the classic assumption test, such as: normality, multicollinearity, and heteroscedasticity tests. The classic assumption tests indicate that the available data have fulfill the condition to use multiregression model. The result shown that all those independent variables are at the same time (simultaneously) influence the dependent variable, and each of independent variable also has significance influence towards customer buying decision except place. The most significant influence comes from promotion and brand loyalty. At the end, researcher purposes not only for better marketing mix and brand equity management, but also in order to setting better strategy for the company.