ANALISIS PENGARUH EKUITAS MEREK BUKU TULIS SINAR DUNIA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PONTIANAK

Abstract

Brands were needed to build trust in consumers for the existence of a higher brand equity then the higher purchasing decisions for the consumers. The needed for notebooks is getting higher that  make the various kinds of notebook products popping up with various brands according to their needs. One of the notebooks that consumers is interested of the brand of Sinar Dunia (SIDU). The emergence of various notebook brands causes a decrease in the number of sales of Sinar Dunia notebooks every year. The purpose of this study is to determine the significant effect of brand equity Sinar Dunia notebook with the intention of purchase decision in Pontianak simultaneously and partially. Sample size taken as many as 100 respondents with simple random sampling method. Quantitative data analysis techniques with Multiple Linear Regression Analysis using SPSS 25. The results of this study found the brand equity was significant positive effect with the intention of purchase decision simultaneously. Brand Association and Brand Loyalty were significant positive effect of purchase decision of the brand Sinar Dunia notebook. However, Brand Awareness and Perceived Quality were not significant effect of purchase decision of the Brand Sinar Dunia notebook.