ANALISIS PENGARUH EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN SEDAAP DI SEMARANG

Abstract

This study aimed to determine the influence of brand equity elements that include brand awareness, perceived quality, brand associations and purchasing decisions. This research is motivated increasingly tight competition level of instant noodle, which lately both old and new brand have raised and that started to implement several new strategies to market share. A sample of this study is 100 consumens. The technique used in sampling is an accidental sampling. The result of this study is a manufacture company or business actors which is able to offer the benefits through increased brand equity by providing added value services to business and consumers, will eventually be able to influence its consumer behaviour in purchasing decisions of a brand, because product merk has ability to shows product value to offered in market and give value to consumens also the company.

Keywords

• Brand awareness
• Perceived quality
• Brand association
• Purchase decisions