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All Journal EconBank : Journal Economics and Banking
Muhamad Riski Miranto
STIE Bank BPD Jateng
Economics, Econometrics & Finance Social Sciences

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Wuling Si Penantang Pasar : Wujud Efektivitas Ekuitas Merek Dalam Mempengaruhi Keputusan Pembelian Konsumen Muhamad Riski Miranto; Dwi Suryanto Hidayat
ECONBANK: Journal of Economics and Banking Vol 3 No 1 (2021): April
Publisher : Sekolah Tinggi Ilmu Ekonomi Bank BPD Jateng

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35829/econbank.v3i1.220

Abstract

This research was conducted with the aim of (1) analyzing the effect of brand association and perceived quality on brand equity, (2) knowing the effect of brand association, perceived quality and brand equity on purchasing decisions. (3) to determine the indirect effect of brand association and perceived quality on purchasing decisions through brand equity. A total of 100 respondents were taken as samples using snowball and accidental sampling. The data analysis technique used in this study was SEM-PLS with the help of SmartPLS version 3 software. The results showed that (1) brand association and perceived quality have a significant effect on brand equity. (2) brand association and brand equity have a positive and significant effect on purchasing decisions. (3) quality perceptions have no effect on purchasing decisions (4) Brand association and perceived quality have a positive and significant effect on purchasing decisions through brand equity.
Co-Authors Hidayat, Dwi Suryanto