PENGARUH KESADARAN MEREK,EKUITAS MEREK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA DI SURABAYA

This study is to examine the significance of the influence of brand awareness, brand equity and brand image to purchase decisions. This study explores the influence of brand awareness, such as brand recognition, media advertising and activity of promotion; brand equity factor, such as brand loyalty, brand awareness, perceived quality and brand association; and brand image factor, such as recognition, reputation, affinity and loyalty. This causal study used a quantitative method. The population used is all users of Honda motorcycles in Indonesia especially in Surabaya. Samples were taken by using judgment sampling technique and it was obtained a sample of 100 respondents. Data was collected by distributing questionnaires, then the data were analyzed using multiple linear regression analysis. The results of this research are that brand awareness, brand equity and brand image significantly affect on purchase decision of Honda Motor in Surabaya. Keywords: brand awareness, brand equity, brand image, purchasing decision