Pengaruh Brand Personality Dan Sales Promotion Terhadap Brand Equity Dan Keputusan Pembelian (Survei Pada Mahasiswi Pengguna Produk Wardah Kosmetik Di Universitas Brawijaya Malang)
The study aimed to: determine the effect of Brand Personality on Brand Equity; determine the effect of Sales Promotion on Brand Equity; determine the effect of Brand Personality on Purchase Decision; determine the effect of Sales Promotion on Purchase Decision; determine the effect of Brand Equity on Purchase Decision. The type of this research used explanatory with quantitative approach. About 138 respondents who use Wardah Kosmetik products in Brawijaya University were taken as the sample using purposive sampling technique. The data was collected by distributing questionnaires. Descriptive analysis and path analysis are used as data analysis techniques. The result findings show that: Brand Personality has positive and significant effect on Brand Equity; Sales Promotion has positive and significant effect on Brand Equity; Brand Personality has positive and significant effect on Purchase Decision; Sales Promotion has negative and insignificant effect on Purchase Decision; Brand Equity has positive and significant effect on purchase Decision. Thus, the company should pay more attention in forming brand personality by innovating products continuously. The company should increase sales promotion activities intensively by providing free samples as well as promote the products by sponsoring events to develop and strengthen brand equity. So being able to encourage consumer purchase decisions
