ANALISIS PENGARUH BRAND EQUITY TERHADAP PURCHASE DECISION WIFI INDIHOME DI SLEMAN

Abstract

This study was conducted with the aim of knowing how much influence the brand equity of IndiHome Wi-Fi products has on purchase decisions. This research is descriptive to explain the causal effect of the independent variable and the dependent variable. Based on the results of the study using multiple regression test, it shows that from a sample of 110 respondents who subscribe to IndiHome Wi-Fi with the tested variables namely brand awareness, brand association, perceived quality and brand loyalty, there are two variables that have no influence on IndiHome WiFi purchasing decisions, namely perceived quality and brand loyalty with a value of >0,05 is 0,431 and 0,054. While the most influential dimension is brand awareness (brand awareness). Based on the results of the analysis of the t test, it is explained that the brand awareness and brand association variables partially have a positive and significant effect on purchase decisions with a value of <0.05 is 0,000 and 0,006. Based on the results of the f test, it is explained that brand awareness, perceived quality, brand association and brand loyalty simultaneously have a positive and significant effect on purchase decisions, where the F sig value is 0.000 <0.05.