This research aims to test the influence of brand equity towards decision
purchase consumers on product Tropicana Slim in Palembang. Variable brand
equity is divided into four, namely brand awareness, brand loyalty, brand
association, and perceive quality. Analysis techniques were used, namely the
validity of the test, test, test the reliability of classical assumptions (test test,
multicollinearity, normality and test heterokedastisitas), multiple linear
regression test, t-test and F-test statistics, test results showed variable. brand
awareness, brand loyalty, and brand association does not affect consumer
purchasing decisions at Tropicana products Slim in Palembang. Variable
perceive quality shows that there is an impact on consumer purchasing decisions
at Tropicana products Slim in Palembang
