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All Journal JURNAL PIONIR Enrichment : Journal of Management AKTUAL International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) EKONOMIKA45 International Journal of Economics (IJEC) International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT)
Hendri Mayanta Tarigan
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Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Health Professions Law, Crime, Criminology & Criminal Justice Social Sciences Other

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EFFECT OF BRAND EQUITY AND CONSUMER PSYCHOLOGY ON THE PURCHASE DECISION OF GOODS Hendri Mayanta Tarigan
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 2 No. 6 (2022): December
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijebas.v2i6.749

Abstract

This study aims to answer three problems, namely: 1. Does Brand Equity have a significant effect on Purchase Decision? 2. Does Consumer Psychology have a significant effect on the decision to purchase goods? 3. Does Brand Equity and Consumer Psychology have a significant effect on Purchase Decision? Data collection was carried out using several sources and exploiting books, documents, the internet and other relevant sources. The research was analyzed using annotated bibliography analysis method. The results of the study show that Brand Equity has a significant influence on purchasing decisions. Consumer psychology also has a significant influence on purchasing decisions. Taken together, Brand Equity and Consumer Psychology have a significant effect on purchasing decisions. Among the two independent variables there is one variable that most dominantly influences consumer satisfaction, namely the Consumer Psychological variable
Co-Authors Amelia Oktavia Sidauruk Andrian K Tarigan Ben Setiawam Desi Sistiani Hadi Panjaitan Jopinus Saragih Josep Lubis Maswan Nanda Rianty Pardede Nurmala Ruth Valentina Br Sembiring Yunardi