Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Parfum Axe (Survei Pada Pria Pengguna Parfum Axe Di Kota Malang)

Abstract

This study was conducted to determine how much the influence of brand equity variables toward the purchasing decisions of Axe perfume in Malang city, as well as to know which one of brand equity variables that has more dominant influence on purchasing decisions of Axe perfume in Malang city. Type of research is explanatory research. The number of sample is 100 people. This research was conducted in some public places in Malang city. While the sampling method using accidental sampling. Multiple linear regression and classical assumption examination test are used to analyze the data. The results using multiple linear regression analysis showed that the variables of brand awareness, trademark association, impression quality, brand loyalty, and other asset ownership simultaneously has a significant influence on the structure of purchasing decision with a coefficient of determination (R2) of 0.615 (61.5%). Partially, variable trademark association, impression quality, and brand loyalty showed a significant influence on the structure of the purchasing decisions with significance respectively 0.028, 0.000, and 0.022 (p < 0.05). While, brand awareness variables, and other asset ownership show the influence of variables that are not significant, with the significance respectively 0.334 and 0.480 (p > 0.05). The dominant variable on consumer purchasing decisions is impression quality variable, with the greatest Standardized Beta Coefficients, amounted to 0,431