Pengaruh Dimensi Ekuitas Merek Terhadap Keputusan Pembelian Produk Pencuci Mulut (Mouthwash)

Authors

  • Dudi Permana Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana
  • Christina Catur Widayati Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana
  • Lina Winny Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana

DOI:

https://doi.org/10.24912/jm.v22i2.361
Keywords: brand equity, purchase decision, brand awareness, brand association, perceived quality, brand loyalty

Abstract

The purpose of this study is to determine the partial effect of brand awareness, brand association, perceived quality and brand loyalty on purchase decision in Betadine mouthwash. Two hundred samples are collected from the user and prospective user in Jakarta. the analytichal method used is descriptive and multiple linear regression. The result are (a) the partial effect of brand awareness, brand associaton, brand loyalty are positive and significant to purchase decision but not significant by perceived quality. (b) the highest correlation is achieved by brand awareness. Brand awareness was successfull formed by brand recognation as foundation but then it was stagnant on brand recall even less on top of mind. (c) purchase decision indicators has showed that consumer position is not ready in purchase decision and even less in re-purchase.


Author Biographies

Dudi Permana, Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana

DudiPermana@gmail.com

Christina Catur Widayati, Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana

christinewijaya73@yahoo.co.id

Lina Winny, Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana

lina_mymine@yahoo.com

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Published

2018-06-05

How to Cite

Dudi Permana, Christina Catur Widayati, & Lina Winny. (2018). Pengaruh Dimensi Ekuitas Merek Terhadap Keputusan Pembelian Produk Pencuci Mulut (Mouthwash). Jurnal Manajemen, 22(2), 235–250. https://doi.org/10.24912/jm.v22i2.361

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