Analisis Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Mobil Toyota New Avanza (Studi Kasus Toyota Auto 2000 Sisimangaraja)

Abstract

Brand equity consists of several elements, such as brand awareness is the ability of a potential buyer to recognize, recall a brand as part of a particular product category. The role of brand awareness in brand equity will depend on the level of achievement of awareness in the minds of consumers. Brand association impression that everything that comes to mind someone associated with his memory about a brand. The impression that the quality of the overall customer perception of quality or excellence of a product or service related to what is expected by the customer. Brand loyalty which is a measure of consumer loyalty to a brand. The purpose of this study was to determine and analyze the influence of brand equity on purchase decisions New Toyota Avanza type of research is associative. The population in this study is the buyer New Toyota Avanza in 2014. The data used are primary and secondary data obtained through the study of documentation and measurement questionnaire using Likert scale. This study uses 93 respondents as the sample is drawn by purposive sampling technique. The formulation of the problem in this research are as follows: 1. How is brand equity in New Toyota Avanza? 2. How New Toyota Avanza purchase decision at the Auto 2000 SM. Raja? 3. How does the brand equity consists of variable brand awareness, brand association, perceived quality and brand loyalty together and partial positive and significant impact on purchasing decisions in the New Toyota Avanza car at the Auto 2000 SM. Raja? Simultaneous research results that brand equity, brand awareness, brand association, perceived quality, and brand loyalty together positive and significant impact on purchasing decisions. Partially that brand loyalty and brand association is very positive and significant effect in the partial purchase decision as the dependent variable.