| dc.description.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. | en_US |
